Kayne West MMS Advertisement | Vodafone TBA

As media and messaging becomes more and more fragmented, brands need to make a concerted effort to target messaging to exactly the right kind of people. Vodafone have a strong history of making use of their relationship with consumer.

To raise awareness of the property: Vodafone Live Music TBA gigs, Vodafone sent over 275,000 customers who had previously browsed or purchased R&B or Hip Hop music on Vodafone live! an animated MMS message

The aim of the MMS was to familiarize a targeted segment of music loving customers who had a pattern of using their mobile to listen, trial or buy music. This sort of targeted marketing is something uniquely possible for networks that have access to both specialized data and a means of personalized communication.

The message? A simple and a clear call to action – “watch the gig on your phone for free!”

The creative? An animated GIF produced at a mere 97kb to make it compatible with all Vodafone handsets.

The ROI? The number of incremental streams of the TBA event exceeded all targets set by the client.