Vodafone offers 'Manicurves'

Share this content:
Vodafone offers 'Manicurves'
Vodafone offers 'Manicurves'
The Offer: Vodafone worked with Amsterdam-based They agency this past summer to promote the launch of Holland's first prepaid Blackberry, the Blackberry Curve. A print, outdoor and experiential campaign, called Manicurve, targeted aspirational urban women, some of whom cannot afford an annual Blackberry contract.

The Data: The agency set up stations in urban areas throughout the country where women could get a mani-cure similar to those featured in the ads after submitting their e-mail address. While one hand was being manicured, the other was interacting with a sample Curve phone. The tagline, “‘Prep your hands for the Prepaid Blackberry,” accompanied the stations. 

The Channel: Participants received an e-mail that linked to a page on Hyves, a popular social media site in Holland, where they could tag their own photo and enter to win the new phone. The e-mail also contained a link to the Vodafone site selling the Blackberry Curve.

The Creative: The women received photos of their experience that reflected the colorful print and outdoor creative. Each could share these images on their own social media pages. Print and outdoor ads stayed up for three weeks, while the manicure stations remained up for one week. 

The Verdict: “Manicurve” is hilarious. Helping women prepare for all the finger work they could do with this product is a playful, nuanced tie-in and a great way to beg for an e-mail address. I also loved the photos of each participating woman's manicured hand holding the Blackberry and that they were posted on a popular, local social media site, taggable for the women to show off to their friends.

close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above