In the campaign “You don’t have to sign useless contracts in order to get a great tariff,” Vodafone emphasized how absurd it is to bind yourself by a contract for years because of such a triviality as calling is. The contract was of one of the icons of the campaign.
Our assignment was to supplement the campaign with an alternative medium. The budget was limited, and emphasis was put on wide impact and a clear link with the main idea of the campaign.
After emphasizing the absurdity of some contracts, an idea arose that waste-paper baskets should be created intended for these contracts. We used the JCDecaux network and placed the banner saying “Useless contracts belong in here” on their litter bins. Thus we achieved wide coverage in quality frequented localities.
The worth of the campaign is chiefly in the price efficiency. The network of JCDecaux bins was more than three times as effective in terms of price as when the classical JCDecaux network is used with the same coverage. Since the JCDecaux bins were used for promotional ends for the first time, the unusualness of the advertising area attracted more attention.
The campaign exceeded the communication bencharks and business ends of the client.