look at this

Look what I spotted…Heartwarming branding campaign #firsts from Vodafone

This video is doing the rounds on social media at the moment. It stood out to me as an example of a great branding campaign.

The story takes two senior ladies (An and Ria) from Holland on their first flight on an aeroplane. We experience their nerves and preparation before the flight, their excitement as they board the plane and share the wonder of modern aviation through their innocent perspective.
vodafone #first flight

This branding campaign combines the power of video with storytelling at its best. The viewer gets involved in the narrative of the two first-timers and their emotions at taking to the skies for the first time.

Emotional connection to the brand

Vodafone is using this campaign to stimulate an emotive connection with the brand – with their products and services barely featuring at all.

We see An and Ria using tablets to take photos and communicate with their loved ones via video calls, but it’s not even apparent which tablet model they are using, and there’s no discussion of product features. The technology is there to help them record their experiences and as an enabler to communicate with home. An and Ria are the focus of the film, not Vodafone.

Branding campaign strategy

The thinking behind the campaign is explained on the campaign website (unfortunately no longer live).
All around us people are doing things for the first time and we want to help them get there. We want to share their stories, because when technology and human endeavour come together, amazing things happen.

The cinematic 10 minute film is supplemented by trailors and excerpts, making them eminently sharable on social media. #First Flight is just one of a series of films showing people doing remarkable things for the first time.

Create brand loyalty

My only criticism is that Vodafone should be leveraging this campaign more via existing media. The campaign should be featured on their websites, and be used to engage with contact current customers via email. The campaign provides a golden opportunity to create greater brand affinity between existing customers and Vodafone in the notoriously saturated and competitive mobile market.

Get involved

If you don’t have time to view the full 10 minute film of An and Ria’s #First Flight, then watch the delightful short of Ria’s rollercoaster ride on the campaign’s Youtube channel. You can also follow the campaign via this Facebook page.

I certainly hope that I have Ria’s joie de vivre when I reach my senior years!