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种族国家
案例简介：概要 沃达丰是第一家在罗马尼亚引入4.5G速度的移动运营商，并希望使其对使用其他移动网络的人也具有吸引力。竞争正在积极地进入沃达丰的两个主要区别: 网络性能和国家身份。市场上的每个竞争对手都在吹嘘他们获得的不同类型的网络认证，并通过沟通建立本地足迹支柱。因此，沃达丰必须通过利用本地自豪感来证明其网络能力，只有这次以最可信的方式-通过让消费者参与现实生活。我们需要为网络开发一个有趣的压力测试，以展示其功能，同时为客户和非用户提供真正的品牌体验，以提高网络感知。 战略 作为罗马尼亚移动市场的顶级参与者之一，沃达丰希望针对所有16-45岁的数字化个人，包括使用其他移动网络的个人。对于他们来说，手机是必不可少的，他们的网络性能决定了他们 “移动生活” 的质量。我们需要开发一个与每个人相关的网络性能测试，这也将带来真正的品牌体验。因此，我们将民族身份作为品牌的核心价值观之一，以帮助我们发表声明。我们使用了喀尔巴阡山脉中最偏远的道路，每个罗马尼亚人都为之自豪，在最恶劣的条件下对我们的网络进行了测试，并使用实时数据将真实汽车的驾驶参数实时传输到手机游戏中。 相关性 沃达丰希望所有人，包括其他移动网络的用户，都可以测试其最新的4.5G速度，因此我们将网络压力测试转变为任何人都可以加入的品牌体验: 实时手机游戏流向全国成千上万的智能手机。我们与最佳拉力锦标赛冠军合作，并通过沃达丰网络将他的表演实时传输到手机游戏中。从罗马尼亚最著名的喀尔巴阡山脉的偏远道路上，每一部电话都可以使用，汽车的运动立即在游戏中进行了映射，因此人们可以与实际汽车的真实性能竞争。 结果 • 157 725下载 • + 24 200小时总应用内时间 • 沃达丰在非用户中获得 “最佳网络性能” • 网络性能感知的14% 增长 执行 我们开发了一款实时手机游戏，实时转换了真实汽车的坐标。在游戏过程中，我们与8次全国拉力赛冠军Titi Aur合作，并将喀尔巴阡山脉中最偏远的道路绘制为拉力赛。虚拟汽车尊重真实汽车的独特功能，例如漂移能力和空气动力学特性，因此游戏与现场比赛中道路上发生的事情完全匹配。我们通过整合的活动推广了这款游戏，并确保每个人都在线参加现场比赛。游戏达到了150,000多个游戏下载量，总共超过24个200小时的应用程序时间。它参加了该国最大的游戏活动，并被最受欢迎的电视科技节目以及排名第一的驾驶节目和全国新闻报道。 运动描述 我们将沃达丰的网络压力测试变成了一款甚至竞争对手都可以加入的现场游戏。我们开发了一款实时手机游戏，通过沃达丰网络实时转换真实汽车的坐标。在游戏过程中，我们与8次全国拉力赛冠军Titi Aur合作，并绘制了每个罗马尼亚人引以为傲的道路上的拉力赛: 喀尔巴阡山脉中的偏远Transfagarasan。我们通过整合的活动推广了这款游戏，并确保每个人都在线参加现场比赛。从山上的道路上，每一部手机上的生活中，汽车的运动立即被绘制在游戏中，以便人们可以与实际拉力赛车的真实性能比赛。飞行员的坐标是网络的证明，而任何人都可以通过加入手机游戏来体验其优势，而不管他们自己的运营商如何。
种族国家
案例简介：Synopsis Vodafone was the first mobile operator to introduce 4.5G speed in Romania and wanted to make it attractive to those using other mobile networks as well. Competition was stepping aggressively into two of the main differentiatiors of Vodafone: network performance & national identity. Every competitor in the market was bragging about a different kind of network certification they got and building a local footprint pillar through communication. Thus, Vodafone had to prove its network capabilities by tapping into local pride, only this time in the most credible way – by engaging consumers in real life. We needed to develop an entertaining stress test for the network, that would demonstrate its power while offering a genuine brand experience for both customers and non-users, in order to increase network perception. Strategy As one of the top players in the Romanian mobile market, Vodafone wanted to target all digitalized individuals, aged 16-45, including those using other mobile networks. For them, the phone is indispensable and their network’s performance determines the quality of their “mobile life”. We needed to develop a network performance test relevant to everyone that would also bring a genuine brand experience. So we’ve turned to national identity, as one of our brand’s core values, to help us make a statement. We used the most remote road in the Carpathians that every Romanian is proud of to put our network to a test in the toughest conditions and used real-time data to stream a real car’s driving parameters live into a mobile game. Relevancy Vodafone wanted everyone, including the users of other mobile networks, to test its latest 4.5G speed so we transformed a network stress test into a brand experience anyone could join: a live mobile game streamed to hundreds of thousands of smartphones across the country. We teamed-up with the best rally champion and streamed his performance in real-time to the mobile game, through the Vodafone network. From Romania’s most famous remote road in the Carpathian Mountains, live on every phone, the car’s movement was instantly mapped in the game so people could race against the real performance of the actual car. Outcome • 157 725 downloads • +24 200 hours total in-app time • Vodafone gained “best network performance” among non-users • 14% growth in network performance perception Execution We developed a live mobile game where a real car’s coordinates were converted in real time. For the game play, we teamed up with 8 times national rally champion Titi Aur and mapped the most remote road in the Carpathian Mountains as the rally circuit. The virtual car respected the real one’s unique features such as drifting capacity and aerodynamics so that the game matched exactly what was happening on the road during the live race. We promoted the game through an integrated campaign and made sure everyone was online for the live race. The game reached over 150 thousand game downloads and a total of over 24 200 hours in-app time. It made it to the country’s biggest gaming events and was covered by the most popular TV tech show as well as the #1 driving show and national news. CampaignDescription We transformed Vodafone’s network stress test into a live game that even the competition could join. We developed a live mobile game where a real car’s coordinates were converted in real time through the Vodafone network. For the game play, we teamed up with 8 times national rally champion Titi Aur and mapped the rally circuit on the road every Romanian is proud of: the remote Transfagarasan in the Carpathian Mountains. We promoted the game through an integrated campaign and made sure everyone was online for the live race. From the road in the mountains, live on every phone, the car’s movement was instantly mapped in the game so that people could race against the real performance of the actual rally car. The pilot’s coordinates stood as proof of network while anyone could experience its strengths by joining the mobile game regardless of their own operator.
Race A Nation
案例简介：概要 沃达丰是第一家在罗马尼亚引入4.5G速度的移动运营商，并希望使其对使用其他移动网络的人也具有吸引力。竞争正在积极地进入沃达丰的两个主要区别: 网络性能和国家身份。市场上的每个竞争对手都在吹嘘他们获得的不同类型的网络认证，并通过沟通建立本地足迹支柱。因此，沃达丰必须通过利用本地自豪感来证明其网络能力，只有这次以最可信的方式-通过让消费者参与现实生活。我们需要为网络开发一个有趣的压力测试，以展示其功能，同时为客户和非用户提供真正的品牌体验，以提高网络感知。 战略 作为罗马尼亚移动市场的顶级参与者之一，沃达丰希望针对所有16-45岁的数字化个人，包括使用其他移动网络的个人。对于他们来说，手机是必不可少的，他们的网络性能决定了他们 “移动生活” 的质量。我们需要开发一个与每个人相关的网络性能测试，这也将带来真正的品牌体验。因此，我们将民族身份作为品牌的核心价值观之一，以帮助我们发表声明。我们使用了喀尔巴阡山脉中最偏远的道路，每个罗马尼亚人都为之自豪，在最恶劣的条件下对我们的网络进行了测试，并使用实时数据将真实汽车的驾驶参数实时传输到手机游戏中。 相关性 沃达丰希望所有人，包括其他移动网络的用户，都可以测试其最新的4.5G速度，因此我们将网络压力测试转变为任何人都可以加入的品牌体验: 实时手机游戏流向全国成千上万的智能手机。我们与最佳拉力锦标赛冠军合作，并通过沃达丰网络将他的表演实时传输到手机游戏中。从罗马尼亚最著名的喀尔巴阡山脉的偏远道路上，每一部电话都可以使用，汽车的运动立即在游戏中进行了映射，因此人们可以与实际汽车的真实性能竞争。 结果 • 157 725下载 • + 24 200小时总应用内时间 • 沃达丰在非用户中获得 “最佳网络性能” • 网络性能感知的14% 增长 执行 我们开发了一款实时手机游戏，实时转换了真实汽车的坐标。在游戏过程中，我们与8次全国拉力赛冠军Titi Aur合作，并将喀尔巴阡山脉中最偏远的道路绘制为拉力赛。虚拟汽车尊重真实汽车的独特功能，例如漂移能力和空气动力学特性，因此游戏与现场比赛中道路上发生的事情完全匹配。我们通过整合的活动推广了这款游戏，并确保每个人都在线参加现场比赛。游戏达到了150,000多个游戏下载量，总共超过24个200小时的应用程序时间。它参加了该国最大的游戏活动，并被最受欢迎的电视科技节目以及排名第一的驾驶节目和全国新闻报道。 运动描述 我们将沃达丰的网络压力测试变成了一款甚至竞争对手都可以加入的现场游戏。我们开发了一款实时手机游戏，通过沃达丰网络实时转换真实汽车的坐标。在游戏过程中，我们与8次全国拉力赛冠军Titi Aur合作，并绘制了每个罗马尼亚人引以为傲的道路上的拉力赛: 喀尔巴阡山脉中的偏远Transfagarasan。我们通过整合的活动推广了这款游戏，并确保每个人都在线参加现场比赛。从山上的道路上，每一部手机上的生活中，汽车的运动立即被绘制在游戏中，以便人们可以与实际拉力赛车的真实性能比赛。飞行员的坐标是网络的证明，而任何人都可以通过加入手机游戏来体验其优势，而不管他们自己的运营商如何。
Race A Nation
案例简介：Synopsis Vodafone was the first mobile operator to introduce 4.5G speed in Romania and wanted to make it attractive to those using other mobile networks as well. Competition was stepping aggressively into two of the main differentiatiors of Vodafone: network performance & national identity. Every competitor in the market was bragging about a different kind of network certification they got and building a local footprint pillar through communication. Thus, Vodafone had to prove its network capabilities by tapping into local pride, only this time in the most credible way – by engaging consumers in real life. We needed to develop an entertaining stress test for the network, that would demonstrate its power while offering a genuine brand experience for both customers and non-users, in order to increase network perception. Strategy As one of the top players in the Romanian mobile market, Vodafone wanted to target all digitalized individuals, aged 16-45, including those using other mobile networks. For them, the phone is indispensable and their network’s performance determines the quality of their “mobile life”. We needed to develop a network performance test relevant to everyone that would also bring a genuine brand experience. So we’ve turned to national identity, as one of our brand’s core values, to help us make a statement. We used the most remote road in the Carpathians that every Romanian is proud of to put our network to a test in the toughest conditions and used real-time data to stream a real car’s driving parameters live into a mobile game. Relevancy Vodafone wanted everyone, including the users of other mobile networks, to test its latest 4.5G speed so we transformed a network stress test into a brand experience anyone could join: a live mobile game streamed to hundreds of thousands of smartphones across the country. We teamed-up with the best rally champion and streamed his performance in real-time to the mobile game, through the Vodafone network. From Romania’s most famous remote road in the Carpathian Mountains, live on every phone, the car’s movement was instantly mapped in the game so people could race against the real performance of the actual car. Outcome • 157 725 downloads • +24 200 hours total in-app time • Vodafone gained “best network performance” among non-users • 14% growth in network performance perception Execution We developed a live mobile game where a real car’s coordinates were converted in real time. For the game play, we teamed up with 8 times national rally champion Titi Aur and mapped the most remote road in the Carpathian Mountains as the rally circuit. The virtual car respected the real one’s unique features such as drifting capacity and aerodynamics so that the game matched exactly what was happening on the road during the live race. We promoted the game through an integrated campaign and made sure everyone was online for the live race. The game reached over 150 thousand game downloads and a total of over 24 200 hours in-app time. It made it to the country’s biggest gaming events and was covered by the most popular TV tech show as well as the #1 driving show and national news. CampaignDescription We transformed Vodafone’s network stress test into a live game that even the competition could join. We developed a live mobile game where a real car’s coordinates were converted in real time through the Vodafone network. For the game play, we teamed up with 8 times national rally champion Titi Aur and mapped the rally circuit on the road every Romanian is proud of: the remote Transfagarasan in the Carpathian Mountains. We promoted the game through an integrated campaign and made sure everyone was online for the live race. From the road in the mountains, live on every phone, the car’s movement was instantly mapped in the game so that people could race against the real performance of the actual rally car. The pilot’s coordinates stood as proof of network while anyone could experience its strengths by joining the mobile game regardless of their own operator.
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Race A Nation
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