Create awareness surrounding Vodafone’s new roaming fares.
Native Solution Delivered by CN Spain
In terms of digital advertising, Vodafone only spends money on Pay-Per-Click campaigns on mainstream websites. As such, convincing them to invest in Condé Nast for the first time with a native campaign was a great challenge.
When we discovered that Vodafone was about to launch a new roaming fare, we saw a commercial opportunity to offer them something different. We approached the client with an innovative strategy to use our platforms in a such way they had never tried before: to create native content on more similar sites such as Vogue and Traveler.
We offered Vogue the opportunity to collaborate with Anna Ponsa, a well-known photographer and blogger who was invited to join us on a Smart Luxury weekend trip to Brussels. She live-Tweeted the event and published about it in social media posts. For Traveler, the city chosen was New York. We partnered with Cup of Couple, two well-known fashionistas in the blogging and Instagram star-system.
The campaign was a great opportunity to show our audiences how to get the most out of Vodafone’s new travelling fares, all while demonstrating the qualitative benefits of creating engaging content for our Premium audiences to our client.
