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Wavemaker Germany

Vodafone: 5G Blind Skiing

Kunde

Vodafone

Markt

Deutschland

Positive Provocation

Vodafone konnte eine blinde Skifahrerin davon überzeugen, ohne ihren physisch-anwesenden Guide eine Piste herunterzufahren und dadurch die neue und sehr kritisch beurteile Technologie 5G zu demonstrieren. 

Teilen
Ergebnis
Unser Ansatz
01.
Herausforderung

​5G ist der nächste Game-Changer in der Telekommunikationsbranche und hat die Chance das Leben der Menschen zu verbessern. Die Vorteile der Technologie sind erklärungsbedürftig. Alles, was die Menschen merken, ist, dass die 5G-Auktion ewig dauert und die Presse spekuliert über Gesundheitsrisiken. Noch dazu gibt es einen Mangel an Use Cases, um die Vorteile von 5G zu demonstrieren. Wir wollen einen klaren menschlichen Nutzen zeigen und eine Geschichte erzählen, die emotional berührt. Also zeigen wir Noemi Ristau. Sie ist blinde paralympische Skifahrerin und fährt dank Vodafone und 5G zum ersten Mal seit ihrer Erblindung alleine die Piste hinunter. 

02.
Einblick & Strategie

Bei dieser wagemutigen Aktion hängt alles von einer Echtzeitübertragung mit minimalster Latenz ab. Vodafone transferiert diese Technologie in eine emotionale und greifbare Geschichte. ​

Grundlage der Kampagne war das longform content peace. Vodafones wichtigster KPI bestand darin, dass sich die Zielgruppen auf sinnvolle Weise mit den Inhalten beschäftigen. Diese qualitativen Markenkontakte können einen nachhaltigen Einfluss auf die Markenwahrnehmung und die Imageattribute haben. Gleichzeitig schuf Vodafone mit Blick auf eine vielfältige Medienstrategie einen Content-Stack, der Inhalte aller Längen und Formate umfasste, um das Publikum letztendlich zum Hauptinhaltsstück zu führen.​

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03.
Aktivierung

Nur 30 Stunden nach der Auktion beginnt eine unglaubliche Erfolgsgeschichte. Der Vodafone CEO Hannes Ametsreiter macht den Kick-Off über seine persönlichen Kanäle auf LinkedIn und Twitter. Nur 40 Stunden nach der Auktion ist der Blind Ski mit Highlight-Platzierungen auf allen großen TV Sendern zu sehen. Gleichzeitig wird die digitale Medienkampagne gestartet, die sich auf YouTube, Online-Video-Platzierungen und Paid Social konzentriert. Das Content-Format richtet sich nach der Zielgruppe der Kanäle. 5G Blind Skiing highjacked den Suchbegriff »5G« bei Google und YouTube. Eine Audiobeschreibung, ist auf YouTube und Vodafone Featured zu finden und macht den Case auch für die sehbehinderte Gemeinschaft zugänglich. ​

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Ergebnis

5G Blind Skiing ist die erfolgreichste Vodafone-Kampagne der letzten 4 Jahre im Vergleich zu allen anderen Produkt- und Markenkampagnen in diesem Zeitrahmen mit einem vergleichbaren Budget. ​

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Awards & Recognition
Deutscher Media Preis

Kategorie Media-Idee Markenerlebnis/Event

Digital Communication Award

Kategorie Telecommunications

Annual Multimedia Award

Web-TV/-Video

Festival of Media

Best use of talent

30M
Reichweite über Digitale Kanäle in den ersten 10 Tagen
5M
Reichweite über Highlight-Platzierungen im TV
90%
Positive Kommentare auf Social Media

Best Cases

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