Vodafone - Raymond and the Romanian Immigrants
Campaign: Raymond and the Romanian Immigrants
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: We decided to help the Romanian immigrants’ community by telling the authentic story of the son of two immigrants, Raymond. Objectives: increase Vodafone brand KPIs, international calls from Romania and number of activated options for unlimited Spain and Italy.
Strategy: Vodafone is reconnecting Romanian immigrant communities to their loved ones with the help of the unlimited minutes offer and the special Immigrant Anthem campaign.
Results:
• Significant uplift at 95% confidence for brand KPI’s
• 60% of prepaid users activated an international voice option
• 75% increase in calls abroad vs. same period last year
TV
Raymond – Mai Aproape
Radio
Raymond – Radio National
Online
RAYMOND - Calling Reactions (Facebook Video)
RAYMOND - Web Banner

Outdoor
Raymond - Campaign OOH
