Vodafone: HŞY relaunch / dropping the link

Vodafone, a telecommunications brand, designed giant 3D links and placed them in unexpected consumer touchpoints in Turkey to challenge the pain points in the current system to create projects that resonated, would be shared and would provide instant fame.

Brand: Vodafone TurkeyAgency: VMLY&R IstanbulRegion: EMEA

Strategy

Objective

As Vodafone, we launched our e-commerce application Her Şey Yanımda in 2021. In a market where competitors with enormous GRPs already existed, it was crucial to differentiate ourselves from the group. We had to challenge the pain points in the current system to create projects that would resonate, be shared, and provide “instant fame”. For this reason, we aimed to differentiate with our challenger approach in communication.

Target Audience

Due to the Turkish e-commerce market being highly competitive, with a number of major companies with significantly higher...

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