IMAGINATION
Imagination is a leading Brand Experience Agency with a mission to craft unforgettable memories, shape cultural narratives, and foster business growth through immersive, experience-driven strategies. Recognizing the power of impactful partnerships, Imagination tasked me with developing a comprehensive strategy to elevate consumer perceptions of Vodafone. This initiative focused on leveraging strategic alliances and high-profile partnerships, including collaborations with Wasps Rugby and the SSE Hydro Arena in Glasgow, to drive deeper engagement and create meaningful, lasting connections with Vodafone’s target audience.
My Role
Tools
Experience Design
Product Design
Creative Strategy
Canva
Adobe Photoshop
Procreate
Market Research
Data from Google Trends show less than half the number of searches for ‘Vodafone’ in the UK in comparison to competitors, such as ‘EE’.
This experience will target consumers who have switched from Vodafone recently by investigating the demographics, competitors and idiosyncrasies of the Vodafone brand.
Deeper Insights
Key Insight
Innovation drives brand growth, with brands perceived as high on innovation growing 7x faster than competitors (Kantar Brand Z, 2022).
With accelerating use of technology, the pandemic has proved to be a catalyst for change.
Competitors
EE has created innovative and engaging events to illustrate the power of 5G while being very attractive to their target audience. For example, their Rudimental DJ parallel 5G event showcased the capabilities of 5G by streaming a live DJ set from multiple locations, creating a highly immersive and interactive experience.
Current Approach
Until recently, Vodafone have focused on conventional forms of advertising which fails to target the correct audience in an ambitious or innovative manner.
Thus, it is essential to create a captivating and innovative experience to stand out.
Identifying Switchers
Age of Switchers:
The age composition of switchers in the UK skews younger, with 38% of this group likely to be between the ages of 18 to 34 when compared to 26% of the UK population (YouGov, 2022).
SWOT Analysis
How Do We Make an Impact?
Throughout my academic journey in Psychology, I have developed a deep understanding of a range of theories and psychological principles that can be strategically applied to this initiative. Concepts such as the halo effect, tribalism, emotional stimulation, and social proofing, all provide a robust foundation for crafting a compelling and effective strategy. These psychological insights allow me to create a more impactful and resonant approach, one that aligns with the motivations and behaviors of the target audience.
Emotional Stimulation:
Events that elicit heightened levels of emotion are consistently better recalled than neutral events (Cruciani et al., 2011)
Tribalism:
The need to be a part of the in-group.
The Halo Effect:
The positive impressions formed throughout the experience will provide opportunities for brand extension
Social Proofing:
The willingness to follow the flock.
Our Mission
1
Organize an innovative experience in line with current research
2
Engage audiences in an emotionally-driven way
3
Increase subscriptions to Vodaphone, while maintaining brand loyalty
Timeline
Join the Hunt Campaign
95% of loyalty program users want to engage with the programs via virtual reality and other cutting-edge technology.
An AR treasure hunt in which audiences can engage with a new Vodafone app, available to everyone, to find past and present players of Wasps Rugby around their local area in order to win VIP tickets to the SSE Hydro Arena event.
This innovative AR experience will elicit a heightened emotion of excitement, which will then trigger adrenaline – both of which will create long lasting memories of the brand and the experience.
Moreover, by integrating facts about Vodafone throughout the hunt, such as their sustainability objectives, we can improve their brand image holistically.
Welcome to the Club Event
The event in the SSE Hydro Arena will be an immersive experience that integrates sport, technology, and culture.
A short talk about Vodafone, including demonstrations of the power of 5G with the haptic rugby tackle.
James Haskell will perform a DJ set, followed by a short concert from Lewis Capaldi, a well-known Scottish artist.
Audiences will be given the opportunity to play a VR rugby game in small private booths
Publicize on Twitter as it is an information-seeking platform.
Market on TikTok, as the audience is interested in music.
Livestream on Twitch which has an audience interested in gaming and technology.
Conclusion
By crafting an emotionally charged and immersive experience, we have the potential to not only attract new Vodafone customers but also re-engage those who have previously switched to competing providers. This thoughtfully designed experience will position Vodafone as a cutting-edge, innovative brand that connects with consumers on a deeper, more personal level, transforming perceptions and strengthening brand affinity. By creating lasting positive impressions through this experience, we can foster long-term brand loyalty, while simultaneously opening doors for future opportunities in brand extension and expansion into new markets or product offerings.
Thank You