Vodafone Italy's "100 Days 100 Mercedes-Benz SLK"

The Brand / Event:

• Vodafone Italy's
• Upstream
  

Objectives:

• Mobilize the entire Vodafone Italia subscriber base and generate buzz for the promotion throughout Italy.
• Drive mass awareness for the Vodafone brand and enrich it with unique qualities.
• Create a huge sense of reward in Vodafone’s customer base with unprecedented prizes.
• Tempt subscribers belonging to competitor networks to join the Vodafone family.
• Achieve the financial goals whilst avoiding consumer perception of message ‘bombardment’ and subscriber dissatisfaction through the use of intelligent clustering, targeting and personalization
  

Scenario:

• For 100 days all Vodafone customers had the opportunity to win a Mercedes-Benz SLK every day and a Mercedes ML SUV every month.
• Milan FC player Gennaro Gatuso was starring in the advertising campaign.
• Vodafone subscribers participated in the promotion by sending a blank SMS to 444 (with a charge rate of €1,00 VAT included).
• As a grand finale to the promotion, Vodafone organized a highly publicized celebratory event in order to deliver the prizes to all the winners. This exclusive event took place in the Formula1 track of Monza in Italy, where 103 lucky winners had the opportunity to drive their brand new Mercedes on the race track and then head back home with their prized sports car.
  

Results:

• The largest mobile promotion to have run world wide in terms of consumer participation.
• A total of 34,5 million SMS were sent, making it the largest promotion in the world, at the time.
• The average play rate was 12,9 SMS per user.
• 14% of all Vodafone customers participating in the promotion .
• An ARPU growth of close to 2%.