At the heart of this rock-star campaign is a house-warming party for Joel Madden, which will see Vodafone roll out the red carpet for 100 prepaid customers plus a mate, to party like a rockstar in May.
To officially RSVP for Joel Madden’s Housewarming party, Vodafone prepaid customers must recharge between now and May for a chance to win one of 100 double-invitations to the party of the year, and to see an exclusive live performance by Joel Madden.
The 11-week consumer promotion went live on Sunday, January 20, 2013. The campaign kicked- off with a 30’ and 15’ TVC, various out of home placements, radio, mobile, in-store, PR and a unique social media element, featuring an official Madden’s Housewarming microsite for customers to enter the competition and download an exclusive remix of ‘Last Night’. The campaign will culminate in an exclusive housewarming event with a special performance by Joel Madden shot for broadcast television and video online.
Brett Dawson, Managing Partner at Bohemia said: “We live in an experience economy and have enjoyed working with Vodafone and Joel to create such an intimate and generous customer experience. It is great to see Vodafone putting customer centric brand activations front and centre again.”
Vodafone’s General Manager of Brand and Communications, Jana Kotatko, said the housewarming party was a fantastic opportunity to thank Vodafone prepaid customers for their loyalty by giving them an incredible experience.
“Bohemia has answered the brief by creating another great reason to be with Vodafone. This campaign, with Joel Madden at the helm and its participative and content led approach, delivers a truly exciting, money-can’t buy opportunity for our prepaid customers. We can’t wait to roll-out the red-carpet for our prepaid customers for this rock-star party.”
The Madden’s Housewarming Party will take place in Sydney in May, and will allow for 100 lucky Vodafone prepaid customers plus a friend, to attend the exclusive housewarming party, where Joel will rock a special performance on the night.
The concept created by Bohemia Group, collaborates the work of MCM, Ogilvy Sydney, Moon Group and Ikon.
For full details on the Madden Housewarming Party, check out www.vodafone.com.au/housewarming
Production and Creative: MCM Media
Creative Direction: Ogilvy Sydney
In Store Design: Moon
Communication Strategy: Bohemia
Media Buying: Ikon