In the spotlight:
2023 Gold Effie
How McCann Romania Transformed Mountain Rescue with Vodafone Discoverage
Effie is about awarding ideas that work, educating about effective marketing and showcasing the best work to enhance learning in our industry.
CAMPAIGN NAME
Vodafone Discoverage
CATEGORIES
Positive Change: Social Good - Brands
CLIENT
Vodafone Romania / Vodafone Discoverage
LEAD AGENCY
McCann Worldgroup Romania
CAMPAIGN DESCRIPTION
The "Vodafone Discoverage" campaign, created by McCann Worldgroup Romania, was a groundbreaking initiative launched by Vodafone in collaboration with Salvamont, Romania's National Mountain Search & Rescue Organization. The campaign aimed to enhance the efficiency and effectiveness of mountain rescue operations using Vodafone's 5G technology. This innovative solution included a command and analysis center, on-site equipment for rescuers, and an app for hikers. The campaign was highlighted through a national media campaign that showcased the technology in action, alongside a tactical deployment of out-of-home (OOH) advertising in tourist mountain areas.
THE CHALLENGE
Vodafone faced the challenge of leveraging its technology to save more lives on the mountains. With a surge in local tourism and a 40% increase in mountain rescue missions, the number of accidents and fatalities also rose. The key question was: How can Vodafone help Salvamont save more people lost on the mountain? The campaign needed to demonstrate Vodafone's capability to aid in life-saving operations while enhancing its brand perception as a responsible and innovative company.
THE STRATEGY
To address this challenge, McCann Worldgroup Romania implemented a 360-degree communication strategy, documenting a real rescue mission where technology played a pivotal role in locating and saving a hiker. The campaign was designed to showcase the practical application of Vodafone's 5G technology, emphasizing the slogan "The Network You Can Rely On." The key elements included:
- Innovative Solution: The development of a system that enables rescuers to establish a 5G coverage area up to 10 km, detect victims’ signals via the Salvamont App, and deploy drones for scanning the area using photogrammetry and thermal imaging.
- Media Campaign: A comprehensive media campaign featuring a TV commercial and a documentary, which were adapted for digital ads, social media, and OOH communication.
- Tactical OOH Deployment: Targeted OOH advertising in mountain tourist areas to remind tourists of the technological support provided by Vodafone for search and rescue operations.
App downloads reached 110,000
RESULTS
The campaign achieved significant success, exceeding all set objectives:
1. Lives were saved:
The technology aided in saving 350 hikers' lives during the campaign period only.
2. Brand Perception:
- Brand Trust indicator increased by 5 percentage points (52% post-campaign vs 47% pre-campaign)
- Responsible Brand indicator grew by 3.6 percentage points, achieving 206% of the objective.
- Cutting Edge for Better Lives indicator grew by 3.7 percentage points, achieving 185% of the objective.
3. App Downloads:
The Salvamont app downloads reached 110,000, surpassing the objective of 50,000 by 200%.
WHY A GOLD EFFIE? Here's what the jurors said.
