As one of the world's leading mobile communications providers, Vodafone has almost 444 million customers worldwide including 19.5 million in the UK.
In 2013, Vodafone announced a new global brand strategy ‘Vodafone Firsts’ focusing on consumers achieving connectivity and interconnectedness for the first time. This new global brand engagement strategy was launched across all markets in 2014.
THE CHALLENGE
The 'Vodafone Firsts' campaign kicked off with a film of grandmothers An and Ria taking their first ever flight, before going on to take their first hot air balloon ride in Rotterdam. These were followed by other film examples showing people doing remarkable things for the first time.
The films were to be screened at a series of consumer events, held in a variety of international locations over a short time frame. Vodafone needed photographs from the live events to support the campaign.
HOW WE HELPED
AP Assignments supplied local photographers to cover events in Berlin, Johannesburg, Budapest, Bucharest, Rotterdam, London, Madrid, Cairo, and Milan all taking place days apart. AP’s local knowledge came into play when it transpired the initial choice of location in Cairo was a potential hotspot of unrest due to the turbulent political climate and a new location was recommended.
The photographic content captured at the installations has been used across a variety of platforms to support the 'firsts' brand campaign.
