Campaign details
Brand: VodafoneAdvertiser: VodafoneEntrant: Grey LondonCategory: Single MarketPrincipal authors: Thomas Bunnell, Grey London; Matthew Gladstone, Grey LondonContributing authors: Mike Nicholson, Grey London
Summary
We might assume that an established creative approach that has brought dominance in one category will be equally effective in an adjacent one.
But this paper demonstrates how deliberately jettisoning successful campaign ideas can shake consumers out of 'propositional fatigue' so that they better engage with new-news.
We show how the momentum created by such 'curated-inconsistency' can smash targets for brand awareness and consideration, drive...