THE CHALLENGE
Drive recognition of Vodafone’s partnership with UK National Parks and demonstrate the real world value of mobile connectivity in nature, while leading the conversation around healthy digital habits, particularly for families and young people.
THE INSIGHT
We know how important it is for parents and children to spend quality time together outdoors over the summer holidays, but getting outside doesn’t have to mean expensive activities or elaborate plans. Often, the simplest things can spark the most fun. We wanted to tap into that natural instinct to play, explore and create, using something they could find almost anywhere.
THE IDEA
We created a campaign around a new launch from Vodafone, the ‘must-have handheld device’ for summer. Our spoof content quickly revealed it wasn’t a new tech launch, but a humble stick – unchanged since the dinosaurs.
‘The Stick’ took inspiration from the latest tech launches, complete with tongue in cheek product features like endless battery life and unlimited applications but was backed up by research that found that new research reveals a growing trend for ‘app-venturing’, with families using digital tools to enhance and facilitate time in nature.
Alongside the new product launch we created a ‘Stick-tionary’ – an A-Z guide packed with simple, creative ways for families to make the most of time outdoors, which was gifted to media, influencers and shared at National Parks across the country.
THE RESULTS
– 40 pieces of coverage including The I paper, Metro, Daily Express
– 5.1m OTS
– 100% of articles mentioning the National Parks partnership
– 95% of articles using campaign imagery
