for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
Vodafone / Media Team OMD are using the power of contextual advertising to drive results. Click here to cast your vote for the winners of the 4th Annual Vibrant Awards, which recognize the best in contextual advertising. Votes must be tabulated by Oct. 27.
Vodafone, the Cell Phone Carrier, Repositions Itself to be a Communications & Technology Platform
Client/Agency: Vodafone/Media Team OMD
Campaign: HD TV Launch: Context Everywhere
Campaign objective: Vodafone, one of the largest mobile phone providers in Europe, sought to reposition itself as the leading “all-in-one” supplier of consumer home connectivity and HDTV entertainment.
Contextual Strategy: With a new suite of products to release, Vodafone is using all four of Vibrant’s contextual products – Vibrant In-Text, Vibrant Display, Vibrant Bar and Vibrant Image – to deliver a German Media First “Context Everywhere” strategy. To help with repositioning, the brand owns the word “HDTV” wherever it appears within tech, entertainment and men’s lifestyle content.
Creative Execution: Each contextual product is leveraged differently to achieve overall campaign objectives: Vibrant In-Text features a humorous video that demonstrates Vodafone’s commitment to innovation; Vibrant Display targets entertainment content to encourage people to switch to Vodafone; Vibrant Ad Bar features search functionality to drive consumers to its HDTV website to learn more; Vibrant Image appears on relevant entertainment images to further align Vodafone with high def and entertainment.
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