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 the key theme of the campaign. The campaign took place in a full media mix, and our assignment was to supplement the campaign with an alternative medium. Emphasis was put on a clear link with the main idea of the campaign.
In order to show the absurdity and pointlessness of some contracts, we decided for a daring solution. We printed toilet rolls with the text of a fictional “logic-defying” contract. We placed them in bathrooms of bars, clubs and cinemas. A thematic link with the main idea of the campaign was provided by posters put up in the same locations. Bearing in mind their location, the usefulness of such contracts was quite obvious.
The worth of the campaign is in its clever interconnection with the main idea of the concept, in its boldness and originality. It helped to support the image of Vodafone as an operator with innovative attitudes to providing services.
The campaign exceeded the communication bencharks and business ends of the client.
