Cut-It-Out, Vodafone UK & threepipe

Objectives:

  • Reduce mobile phone bullying amongst 13 - 17 year olds
  • Encourage teenagers to think responsibly about mobile phone usage
  • Deliver practical advice to teenagers on coping with bullying and
  • helping others who are being bullied
  • Educate teachers and parents on how to support affected children
  • Position Vodafone as making a positive contribution to tackling
  • mobile phone bullying
  • Work within a total budget of £65,000, delivering a minimum ROI of
  • 5:1 based on equivalent media value

Target Audience:

  • UK teenagers with a primary audience of girls aged 13-16 years
  • Secondary audience of school teachers and parents

Approach and Solution:

  • Threepipe created the Vodafone ‘Cut it Out' campaign, at the heart of which was a competition inviting teenagers to submit storyboard ideas for a short film highlighting positive responses to typical bullying scenarios - the winning idea would be made into a short film
  • To give the campaign additional credibility and substance, a partnership was forged with BeatBullying charity(www.beatbullying.org)
  • X Factor winner, Shayne Ward, was signed up as the campaign ambassador (in exchange for a donation to BeatBullying). Shayne was chosen for his appeal to the teenage audience and for his personal experience of bullying as a child
  • A campaign micro site was created with competition details and content from BeatBullying for those seeking help
  • Media partnerships with Bliss magazine and mybliss.co.uk were set up to ensure a strong presence in key target media
  • A further partnership was struck with Vue Cinemas (at no cost) to distribute the winning film
  • Additional exposure for the campaign was achieved via the
  • Vodafone customer magazine
  • An HTML mail shot was sent to all UK secondary schools to generate awareness of the campaign and encourage entry into the competition, with classroom materials on bullying available via the micro site
  • The three winning story board entrants were invited to London to turn their ideas into real films, working with professional film-makers
  • The three films were posted on the Bliss, YouTube and Vodafone websites, with consumers voting for the overall winner. This stage of competition was promoted using Claire Cooper, a Hollyoaks actress involved in a bullying story line on the TV show
  • The winning film was chosen and screened at all Vue cinemas on big screens and on foyer TV screens, as well as being available for Bluetooth download straight to mobile phones from Vue cinemas
  • Overall budget £32,000 in fees and expenses, plus £30,000 donation to BeatBullying charity

Results:

  • In excess of 80 pieces of coverage delivered with a total potential reach of 74 million
  • All coverage carried key messages about bullying, the campaign and Vodafone's proactive approach to ‘cutting it out'
  • 25,000 visits to the campaign micro site
  • Vodafone branded winning film seen by an estimated 400,000 teenagers across 62 Vue cinemas
  • A total of 300,000 mobile downloads expected from Vue cinema foyers
  • Total media value estimated at £532,000, delivering a ROI of 8.6:1
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