Challenge: With Vodafone’s continued network improvements we were tasked with making an emotional connection with New Zealanders (especially those outside of the main metropolitan areas) and demonstrate the strength of the network.
Insight: With smart phones and selfies the new norm, we believed we could take advantage of New Zealanders new found love of self-promotion to demonstrate the strength and breadth of Vodafone’s Network.
Idea: Partner with TVNZ to produce a daily weather segment as part of One News Weather, giving New Zealanders a chance to have their ‘1sec of Fame’ as they share their 1sec weather report. Audiences are asked to upload a short video selfie detailing the weather condition and location of their report to have the chance to be part of the news segment that night!
Execution: Designed to drive the daily delivery of a broadcast ready consumer weather report from across the country. We collaborated with FCB to implement a geo location and time targeted messaging approach, across both radio and digital channels to drive submissions prior to the daily production cut off of 2pm before TVNZ production teams cut, edit and submit to One News for broadcasting. To drive ownership and social traction FCB’s social comms team identify and contact each of the lucky chosen reporters to make sure they and their friends are aware they’ll be on TV tonight!