VODAFONE - Meme sou tyxei
Intro
Every year all Brands wish "Merry Christmas" and "Happy New Year" through Social Media. But last Christmas was very different from the previous ones and let's not forget ... something like such a simple “wish” post would only go unnoticed.
Challenge
Instead of posting a boring “Merry Xmas” post during lockdown, we wanted to do something special, recognizing that "ok it may not have been the best year or the most unforgettable Christmas" but Vodafone is here to make Christmas a little bit more special.
Solution
We all know that Memes tell the truth in the most fun, spicy and at the same time fun way.
Especially for 2020 which was a special year for all of us, many memes have perfectly captured how we felt as they became the right vehicle to engage the public.
We said our goodbyes to 2020 with a very special Xmas Activation in which we captured in the most imaginative way how we all felt about this year.
We created our OWN memes, because no matter how we choose to see it, 2020 was a year ... #MemeSoyTyxei! We took advantage of some of the most beloved snapshots and wrote our own messages on them, to capture thoughts / feelings about the 2020. Each meme was conceptually connected to the gift we gave.
The activation starts with a teaser post with funky / festive look & feel that aims to create hype for what is to come.
The next day we publish a post in which we communicate the competition, the prizes and the mechanism so that it is clear to the users what they have to do. Then the 1st meme followed with the 1st gift. Every 2-3 days a new meme was uploaded with a new gift. As the days passed and we approached the end of the year, the better the gifts became! The competition closed with the most expensive gift ... the PS5 that had just been released in Greece!
Outcome
- Reach: +980K
- Video Average Play Time: +150% vs Vodafone Benchmark
- Ad Recall Lift: x4 times the brand’s Benchmark
