PLUGGING OVER 65S INTO ONLINE BENEFITS FOR VODAFONE'S HI DIGITAL CAMPAIGN

THE HEAD SCRATCHER

Vodafone’s Hi Digital platform was designed to help older people develop their digital skills. But how could we get reluctant silver surfers to engage with it?

THE IDEA

We had an issue: 45% of our audience admitted they didn’t feel comfortable using the internet. But we needed to get them over their fear, to access the digital skills that would make their life easier (and drive brand love for Vodafone). So our strategy was to package our message up in language they could relate to – the financial and social costs of not being online – through channels they trusted.

We partnered with leading over 65’s charity Independent Age to commission new research which revealed the £1,000 a year loss that comes from missing out on online travel, shopping and entertainment discounts and even state entitlements. One to one target media briefings raised awareness of the issue and the Digital. And to drive even more conversation, we held a broadcast day with TV favourite Gloria Hunniford who spoke from personal experience on how becoming more comfortable online has changed her life for the better.

THE RESULTS

• 696 million campaign reach

• 325 pieces of coverage across print, online and broadcast media, including 12 nationals

• 98% of coverage included Hi Digital brand messaging, 95% included a link to the website

• 1,800+ brand mentions