The ideal connection:
Vodafone and university marketing.
At the start of the 2023/24 winter semester, it was prominently displayed at over 100 universities across Germany why Vodafone is among the best mobile service providers for young target groups. The campaign was, of course, about a mobile plan that was especially attractive for the student target group, with extra-large data volume that promised unlimited (data) freedom. No wonder, then, that the campaign exceeded all expectations and turned many students into happy Vodafone customers. Of course, the tailored offer was simply good and met the needs of 18- to 29-year-olds on campus exactly. But what good is the best offer if no one hears about it?
Campus Takeover: The university sees red!
Key Facts
- Campaign start: Winter semester 2023/24
- Presence at over 100 universities in 71 cities
- Target group: Students (18–29 years)
- Product: Mobile phone plan with extra large data allowance
- Advertising media: DIN A0 posters, city-light posters, DOOH, media tower, stretch banners, university cinema advertising
Idea
- Vodafone relied on a target-group-specific offer for students: a mobile plan with a large data allowance, tailored to the needs of young, digitally savvy people.
- The message was staged with a striking campus takeover – visible, present, and anchored directly in students’ everyday lives.
Ziele
- Raise awareness for the new tariff offer
- Maximize visibility and reach on campus
- Address students directly and effectively
- New customer acquisition through tailored communication
Strategy
- Large-scale placement of traditional and digital advertising media on campus
- Use of media towers for maximum long-range impact
- Integration of the message into leisure areas such as the university cinema
- Combination of reach, relevance and recognition
Take Aways
- Takeover as an effective means of reaching the target audience
- High visibility through strategic placement and media diversity
- Tailor-made offer meets perfectly tailored communication
- Successful activation of the target group with minimal wastage
85%
Students use smartphones as their primary device for all internet activity.
Source: Survey by Jobware among 500.000 students, 08/2024
Impressions of the campaign on campus:
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