Winners 2011

Vodafone Chivu

Year/ID: 2011 / U81009G11
Group: ​U Public relations
Subgroup: U81 Marketing PR
Award: Golden Drum Grand Prix
Product and services category: Vodafone Mobile BroadbandRegistrant: BV MCCANN ERICKSON ROMANIA SRLCountry: ROMANIABrand name: VodafoneAdvertiser: Vodafone RomaniaAdvertising agency, city: BV Mccann Erickson, BucharestArt director: Ionut Cojocaru, Razvan ChifuCopywriter: Catalin DobreCreative director: Adrian Botan, Catalin DobrePhotographer: Sorin Florea, CariocaDirector of Photography: Max LemnijProject manager: Dana Hogea, Doina Ionescu, Andreea Harjanu, Ruxandra Stanescu, Alexandru PlatonMusic: Shukar CollectiveDirector: Florin SerbanProduction company: Mitra Film - Abis StudioProgrammer: OrbitalScreenwriter: Catalin Dobre
Other credits: Director of Photography: Max Lemnij


Creative idea explanation: Vodafone, the second biggest telecom operator in Romania, has the best 3G coverage and fastest connection speed in Romania. As more people use mobiles to access Internet, we had a powerful differentiator at hand, and it was natural to position Vodafone as having "the best data coverage in Romania". We had to make this promise relevant to all customers alike, young and old, consumer and business. Our challenge was to translate a rather abstract, tech-based proposition into common sense, and be credible while doing why. This is why we chose to show the role Vodafone's data coverage could play in people's lives. We looked for a real, emotional event Romanians could connect to, the best pretext to demonstrate Vodafone's mobile features.Cristian Chivu could easily be considered the Romanian football player of the moment. He played for the Italian football team Inter Milan and was also the captain of the Romanian National Team. Although at the peak of his career, he couldn't forget where he started from, a small town in Romania called Resita. His biggest wish was to give back his knowledge and skills to his original roots, being involved in the development of the local talent. He promised the children from Resita's junior team that he would train them, although he could hardly find time between trainings and football games. This is where Vodafone stepped in and offered its support. Due to the great capacities of its 3G network, Vodafone created a never - seen before experiment: the first training session held with the help of the Internet. With the support of the operator's network, Chivu trained the kids over the course of a week, becoming the first "Online Coach" for the first "team trained online" in the history of football. The whole footage was transformed into our integrated advertising campaign, proving that technology can be used for more than pragmatic purposes, it can be forged into fulfilling the dreams of 20 children and firing up the ambition of many more.