In what is believed to be a first for an Irish agency, Target McConnells has teamed up with world renowned Gif-iti artist INSA for the launch the latest youth focussed campaign for Vodafone called Vodafone X.
Gif-iti is an art-form where offline meets online – marrying graffiti and GIFs to create visually stunning results.
The digital campaign was targeted at 16-24 year olds and highlighted specific offers to this audience around data, sport, music and weekend packages.
According to Abi Moran, managing director of Target McConnells: “Our research told us that this age group has a low attention span and a broad range of interests, so we knew we had to create something completely unique which would strike a chord with this audience. Working with an artist of the calibre of INSA gave us a superb platform from which to tell the Vodafone X story in a credible and fun way. This is the first time INSA has collaborated with a brand in the Irish market. As the creator of Gif-iti, INSA crosses both the online and real world-making him a natural fit for a campaign where the target audience actually lives and breathes that dual life of online and offline.”
She says the agency filmed INSA creating three bespoke Gif-itis – one to represent each of the offers (Sport, Music and Weekend). The hand-painted murals were created with multiple layers. Each layer was photographed on completion, then painted over repeatedly with another layer until the full effect is achieved. The resulting layers came to life together in the digital world as animated gifs, where their whole message was revealed to tell the much deeper story of Vodafone X.
According to Evelyn Browne, brand manager, Vodafone: “At Vodafone we believe in connecting people with the things that matter to them and our Vodafone X platform is a perfect example of this. We identified our audiences’ key passion points and created visually impactful content around this which would grab our target market’s attention.
“This campaign was 100% digital focussed and to date it has proven extremely successful reaching a staggering 500,000 YouTube views, 470,000 Facebook views with a combined reach of 4.1 million for Facebook and an Instagram. A significant increase in ad recall and consideration scores was also recorded.”
