Google Maps Mobile Video MMS | Vodafone

Stimulating adoption changes in consumers, and effectively increasing uptake (which leads to revenue) and driving awareness of new technology can be a hard brief to crack. Vodafone wanted just that, a campaign to genuinely increase usage for the Google Maps mobile application across targeted consumers.

The brief’s main focus was on “How can we engage the customer and increase recognition of what Google Maps can do?”

Since it had always been a personal objective for me to increase Vodafone’s adoption of video MMS as part of their communications strategy, this was a perfect case for it.

I really believe video is perfect for MMS ads and technology is at a stage where 300kb MMS capable phones are flooding into the market and most consumers can facilitate such a targeted message (we targeted phones capable of installing Google Maps and customers who traveled frequently).

After driving the use of video for this campaign, Vodafone tracked a total rise in adoption and awareness of 4% across 200,000 customers.