In the summer months, when the competition was strongly communicating similar offers, we needed to find a means to affect a relatively narrow target group as effectively as possible.
The strategy lied in the focus on a particular moment in traveling – the moment when the customer deals with arranging the last important things for the stay abroad, including telephoning. We used ambient media accompanying the customer on airports and on board planes.
In buses we managed to procure promotional handles. The cover on tables in planes drew the customers’ attention to the service during the whole flight. The screens on planes were supplemented with a suitable animation about the offer. And what was really revolutionary, we managed to negotiate a recommendation of the Vodafone Passport service as a part of the live announcement of the cabin crew!
The new media weren’t used on planes all at the same time but combined various airlines.
The strength of the media was in the direct contact with customers and in the incorporation into environs with an information value. Simultaneously it was a thought-out action affecting the target group at the right moment. We provided an innovative and price-effective campaign made to measure.
