Vodafone casts real families in documentary-style ad campaign for Red+
Vodafone is using real British families to promote its new Red+ plan with a documentary-style ad campaign spanning TV, cinema, press, digital and social.
Cast through a combination of focus groups, postings on Mumsnet and street castings, the campaign, created by RKCR/Y&R, promotes Vodafone’s new plan that allows multiple people to share one simple data allowance.
Based on the central idea of sharing the creative shows how today’s families come in all shapes and sizes and that it’s the sharing that goes on between them that makes them family.
Daryl Fielding, Vodafone director of brand marketing, said of the Red+ plan: “We know that mobile technology plays a big role in family life, but we also know that families worry about keeping data usage under control…Red+ product allows families to share their data allowance and data caps under one shared and simple bill so they can share freely without worrying.”
RKCR/Y&R executive creative director, Mick Mahoney, added: “The wonderful families in our new Red+ campaign show that mobile connectivity not only helps keep us entertained but can bring us closer together.”
The three films ‘Sunday Lunch’ (shown above), ‘Camping Trip’ and ‘Day Out’, directed by Partizan’s Anthony Wonke, will appear in a variety of edits from 180 to 20-second cut downs from today (Friday 8 August).
Content created with:
RKCR/Y&R
Find out more