How Vodafone drove brand awareness amid changing Ofcom regulations

Estimated reading time:

3 minutes

We are impressed with the campaign results that Ogury achieved and the outstanding customer service. Ogury provided unique insights that helped us uncover the discriminant interests of our target audience and then reach them with an impactful brand message via its fully on-screen formats.

Ed Harrison
Account Director for Vodafone, Carat

Leading UK telecommunications company Vodafone partnered with Ogury to deliver a brand awareness campaign on mobile for its offering for sole traders. With new Ofcom legislation coming into force to give consumers greater flexibility over their mobile phone contracts, Vodafone needed to drive awareness and consideration for its new offering for business customers – the Vodafone EVO for Sole Traders. The telecommunications giant partnered with Ogury to identify and reach a specific audience of mobile users with impactful, engaging and fully on-screen formats.

Challenge

Vodafone EVO promises greater flexibility and control over sole traders’ digital lives by enabling them to pay for their phone and airtime separately, creating monthly plans that suit their needs better than any off-the-shelf subscription. In order to drive awareness for EVO and solidify Vodafone’s market share, the brand needed a mobile technology partner who could accurately identify its target audience and reach them at scale with engaging video ads in a brand-safe and fraud-free environment, all while respecting the user experience.

Solution

Ogury leveraged its proprietary audience data to define the sole traders. These are professionals who operate their own business with no employees. These individuals wear multiple hats, from Social Media Manager to E-commerce Manager and Executive Assistant. Knowing these behaviors, and the apps and sites they frequently use, enabled Ogury to pinpoint the correct audience to ensure the campaign reached its full potential in the UK.

Ogury delivered this mobile campaign using its innovative Ad Chooser format. This enabled Vodafone to give consumers the freedom to choose their ad experience, resulting in a boost in ad recall. Ogury’s Ad Chooser provided users with the choice of up to three brand ads to watch – one of which was from Vodafone. The final stage of ad targeting was done by the users themselves, who selected their preferred brand video to watch in full-screen. Ad Chooser gave users control while driving value for the advertiser, as Vodafone only paid for an impression if a user saw their video.

Results

Thanks to Ogury’s impactful fully on-screen video format, the campaign achieved an average VCR of 89% and a viewability of 94%. Moreover, the campaign Impact Survey reported a 77% lift in ad recall among those who had seen the ad, indicating that it was memorable and had been delivered to the intended audience.