Meet vodem
Vodafone
Issue 2 | July 2008
Agency
Draft New Zealand
Creative Team
Chris Hunter - Creative Director;Leisa Wall - Art Director;Jane Jamieson - Copywriter
Production Team
Trish Drinkwater - Production Manager
Other Credits
Laura Purchase;Jocelyn Hendry;Carey-Anne Inns;(Account Team)
Date
October 2006
Background
This direct mail piece forms part of a wider integrated Lowe + Draft campaign to launch Vodafone’s wireless broadband modem in New Zealand. They re-named the device ‘vodem’ and packaged it as the first sexy broadband modem in the market. The aim of the direct mail pack was to upsell existing Vodafone voice customers to a Vodafone data plan, i.e. broadband. Vodafone needed to communicate the key differentiators of their product versus competitors, and to substantiate the effortless broadband proposition.
Idea
To highlight the vodem’s effortless simplicity, Draft New Zealand designed a ‘vodem user manual’. The manual began with the instruction ‘Plug in’ but the remaining pages were left completely blank - demonstrating just how simple the device was.
Results
Not yet available.
Target Audience
Small business owners who are already Vodafone customers.
Size
30,000 packs
Our Thoughts
How simple is it to use broadband on your ‘phone? Just plug in, apparently. Simple ideas like this are not simple to produce nor are they simple to buy if you’re a client. Well done everyone for resisting the temptation to add ‘just 100 words or so…to let everyone know how really simple it is.’