Vodafone - Raymond and the Romanian Immigrants

Information

Campaign: Raymond and the Romanian Immigrants
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Media Agency: UM România

Background/Objectives
Strategy
Results

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

Online

RAYMOND - Calling Reactions (Facebook Video)

RAYMOND - Web Banner

Outdoor

Raymond - Campaign OOH

Other

Raymond – La Maruta Special Project

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