Turning ideas into (augmented) reality
Having invested in an in-depth consumer research campaign, Vodafone requested the development of an app that would support their staff to gain a greater understanding of their 7 newly defined key customer types.
Through a combination of media and gaming principles, these characters were then brought to life with the help of an Augmented Reality (AR) app that helped users learn more about Vodafone’s key customers.
Of 17,000 staff members, over 8,000 employees took to the campaign in the first month (90% of whom downloaded the app in the first week) and 86% passed the end-of-campaign test. The success of the campaign shaped Vodafone’s future customer-facing strategy and led to the company rolling out the 7 personas as templates to its UK workforce.
We created a series of large format posters containing key data relating to the personas. This data and the characters themselves were then animated through AR, bringing them to life and delivering important consumer insights in an engaging way.
Making it memorable
Building in personalities, jobs, living situations, tech usage and app preferences to the character’s persona, our creative team ensured the characters would be as memorable to the employee as if they’d met a real person.
An interactive campaign that integrated the AR app with physical landmarks around Vodafone’s Head Office, challenged users to ‘meet’ and complete a test on each persona, with prizes awarded for top-performing users.
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