Communication campaign for Vodafone pre-paid services. Communications and media strategy by OMD, creative solution by DDB. Insights Background : Hungarians are extremely price sensitive! Pre-Paid SIM cards are highly popular with consumers and fiercely contested by operators. Although Vodafone continually offers the best prices, two insights lead to our campaign : pre-paid customers felt like second class citizens, compared to Contract subscribers, and that at any given time 1 in 3 Vodafone customers were considering a change, while only 1 in 4 of our competitors customers were in the same change window. Something had to be done. Idea: Vodafone would become “Pre-Paid Heroes”, with a range of prices and services to make pre-paid customers feel more valued more appreciated, and demonstrate Vodafone’s commitment to them. Ideas Who better to champion the cause of the “neglected” than Robin Hood and Rozsa Sandor (A Hungarian Outlaw) travelling the land and declaring “Rewards for the People” attached to an arrow from Robin’s bow? Fulfilling the Heroes promises in media, our strategy focused on Impact : multi-media tease and reveal, 3D Billboards and special outdoor constructs featuring the extending arrow, ubiquitous online presence, Personal : Flyers attached to peoples front doors, talking city lights, ATM floor stickers, Enduring: Hungary’s first ever live commercial in Cinema, irregular print sizes. The overall combination of tactics aimed to enhance the non-conforming, or even Outlaw attitude of Vodafone when changing the rules of pre-paid. Results Sales Up : Vodafone pre-paid sales were an unprecedented 125% above forecast for the campaign period. Message Received : “Special or different” was the top mentioned attribute by two thirds consumers four weeks into the campaign, a 93% uplift Everybody Loves a Hero : Rozsa & Robin’s outlaw behavior almost immediately achieved folklore status, appearing unfunded on You Tube, and on plethora of blogs both private and professional. The click through rate for Vodafone’s online campaign was double the market average. Our Heroes Ride Again : Rozsa & Robin’s outlaw status was so successful that they have been retained to champion Vodafone as heroes for other services and tariffs.