Introduction
Vodafone is a world-leading technology communications company
With over 625 million global customers, 65 countries and 94 million+ business IoT connections. As a much-loved brand, Vodafone prides themselves on their ability to engage with customers through industry-first connectivity.
The Challenge
Engaging with customers throughout key sporting events
To remain culturally relevant and front-of-mind for customers in Qatar, a key market for the business, Vodafone were searching for new methods to attract and engage fans. With the FIFA World Cup arriving in the region in 2022, Vodafone was looking at different ways to engage with the audience during key calendar moments starting with the 2018 summer of football.
Selecting a Partner
Using Monterosa / Interaction Cloud to launch a breadth of Experiences in multiple languages with ease
As a global organisation with many regional operational markets, the procurement process was thorough and required the chosen provider to showcase the best technical as well as commercial business case.
Through Monterosa / Interaction Cloud™ Vodafone saw a platform that could be easily integrated with alongside a highly customisable framework to suit a range of different experiences and languages that provided the highest level of security and reliability needed from a brand that competes on innovation and capability.Vodafone wanted a trustworthy partner that could deliver an exciting experience for fans and had core capabilities to innovate and engage fans at different moments.
Partnering with Monterosa / Interaction Cloud™ has provided the company with an array of interactive possibilities. The platform has been easily integrated into Vodafone’s digital ecosystem, with a highly customisable framework to suit a range of different experiences and languages that provide the highest level of security and reliability.
Activations have included the 2018 FIFA World Cup, 2019 Club World Cup and the Ramadan campaigns of 2020 and 2021. In every calendar moment, Vodafone has been able to use the platform to quickly deploy fan experiences that align with their core objectives:
Daily Engagement - To regularly attract users to the brand throughout each campaign
Innovation - Create a PR-able experience that can go viral across the region
Build a sense of community - Connect with and engage the local Qatari community
Solution
A compelling football campaign driven by interactive games
The Football Fever campaign in 2018 was centred around three interactive games powered by Monterosa / Interaction Cloud™ and our embedded Interaction experience.
Predict & Win
Football IQ
Team Picker
Predict & Win ran throughout each gameday, offering users the chance to earn points and prizes against their result predictions. To keep to one of the key criteria of simplicity, the game offered home win, draw or away win options. Results and player points were updated in real-time.
Football IQ “Qatar’s Greatest Fan” was a daily trivia experience, testing the Qatari audience on their vast knowledge of the wider game, previous World Cup tournaments and stand-out football moments. With a 10 second timer set against each question, users would be ranked in a leaderboard based on their score, which awarded more points for the quickest correct answers.
Team Picker directed a user through a journey of multiple-choice questions to help fans choose their second team. Once selected, the experience would offer information about the team and power in-app rewards.
Daily, weekly and overall campaign leaderboards were visible to fans throughout the experience, to drive interest and retain loyalty.
Similarly, with the Ramadan campaign in 2021, using Monterosa / Interaction Cloud™ Vodafone was able to launch a month-long ‘Day of Show” experience, encapsulating a series of interactive elements including:
Poll
Trivia
Sorting quiz
Word puzzle
Images Gallery
Button Masher
Media Element
Meme maker
Video player
Creative teams had the opportunity to quickly roll out new elements and content providing fans with a fun and fresh experience throughout every day of Ramadan.
Studio, the platform’s content management interface, was crucial to the success of all these campaigns, enabling Vodafone to regularly review live performance metrics whilst planning and publishing content to the experiences during the month-long campaigns.
Results
Delivering on Vodafone’s goals
The Football Fever campaign was the first ever fan engagement campaign by a commercial brand in Qatar and a resounding success. The activity achieved:
2.1m reach
289k website sessions
345k click-throughs to Vodafone promotions
Average session length of 26’28’’
85% of visitors completed a QGF trivia challenge
1.2 Million Interactions (Active participation)
The performance of the campaign has inspired Vodafone’s continued usage of Monterosa / Interaction Cloud™ to power activation and fan engagement experiences throughout 2019 and 2020, including the month-long Sawa engagement during Ramadan. The Football Fever campaign was the most successful fan engagement campaign and the first ever fan engagement campaign by a commercial brand in Qatar.
Through the campaigns Vodafone increased its audience acquisition converting 14% of fans into active users of the Vodafone Qatar app.
1.2m
Interactions
345k
Click-throughs to Vodafone promotions
”We’re extremely happy with how the Football Fever campaign has performed, interacting with millions of Qatari football fans, creating real moments of genuine engagement and boosting our brand positioning with a national audience.
With Monterosa’s platform we were able to rapidly launch some amazing digital experiences that our customers loved, helping us to own the football conversation for the duration of the World Cup.”
Nick Gorgoglione
Head of Brand & Communications
