Vodafone

Andrii Otroshchenko, Marketing Director
"Tetiana Tertyshna, Head of Brand and Communications Department
" Nina Vlasiuk, Senior Brand Manager
Tetiana Bevz, Brand Manager

McCann Kyiv *Lead Agency

Eugene Kaminskyi, Chief Creative Officer
Viktor Vysotskyi, Associate Creative Director
Olha Levytska, Copywriter
Bohdan Musiiets, Copywriter
Marian Shum, Art Director
Liudmyla Lavreniuk, Account Director
Anastasiia Zhurakovska, Group Account Director
Oleksandr Onatskyi, Art Director
Yuriy Skliaruk, Head of TV Production

This case is about how Vodafone decided to recruit new consumers of digital content – teenagers. Unfortunately, traditional mass-market brand’s communication doesn’t work with this generation. So, the new tariff-sub-brand appears. It speaks to the digital generation on its language and creates stylish content together with the star-group “Vremia i Steklo”. In such a way, Joice by Vodafone broke the rules and arranged the most colorful and up-to-date online hanging out on teenagers’ smartphones. Joice top content has made Vodafone the top mobile operator for youth.