Iris Case Studies Vodafone EVO: A Flexible Solution for Sedentary Lifestyles

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	Vodafone EVO: A Flexible Solution for Sedentary Lifestyles Iris

Vodafone EVO: A Flexible Solution for Sedentary Lifestyles

Iris

Applicable Industries	Consumer Goods Healthcare & Hospitals
Applicable Functions	Sales & Marketing
Challenge	Vodafone was set to launch Vodafone EVO, a flexible phone plan for customers in the UK. The challenge was to create a unique selling proposition that would resonate with the current situation of the UK population coming out of lockdown. The company wanted to address the sedentary lifestyle that had become prevalent due to the lockdown. A commissioned consumer research revealed that the average Brit spends six hours and 20 minutes per day sitting down, equivalent to 93 days per year. This sedentary lifestyle was causing aches and pains due to stiffness and lack of physical activity. Vodafone wanted to provide a solution that would help its customers combat these issues and promote a flexible state of body and mind. Read More
About Customer	The customer in this case study is Vodafone, a multinational telecommunications company based in the UK. Vodafone is one of the world's largest telecommunications companies and provides a range of services including voice, messaging, data, and fixed communications. Vodafone has mobile operations in 26 countries, partners with mobile networks in 49 more, and fixed broadband operations in 19 markets. As of 30 June 2021, Vodafone had 444 million mobile customers, 29 million fixed broadband customers and 22 million TV customers, including all of the customers in Vodafone's joint ventures and associates. Read More
Solution	Vodafone partnered with Nuffield Health and Olympian Tom Daley to create a bespoke 36-minute yoga routine specifically designed to combat the effects of a sedentary lifestyle. This routine was led by Tom Daley himself and was aimed at helping people get into a flexible state of body and mind. In addition to this, Nuffield Health offered EVO customers exclusive free access to a 3-day pass at any Nuffield Health fitness and wellbeing centre. Customers also received three months’ access to Nuffield Health 24/7, where the yoga routine was hosted. To further promote the launch, Tom Daley posted across his social channels and took part in three exclusive interviews with PA Media, Evening Standard, and The Telegraph. Read More Log in to view content
Contents

Applicable Industries

Consumer Goods

Healthcare & Hospitals

Applicable Functions

Sales & Marketing

Challenge

Vodafone was set to launch Vodafone EVO, a flexible phone plan for customers in the UK. The challenge was to create a unique selling proposition that would resonate with the current situation of the UK population coming out of lockdown. The company wanted to address the sedentary lifestyle that had become prevalent due to the lockdown. A commissioned consumer research revealed that the average Brit spends six hours and 20 minutes per day sitting down, equivalent to 93 days per year. This sedentary lifestyle was causing aches and pains due to stiffness and lack of physical activity. Vodafone wanted to provide a solution that would help its customers combat these issues and promote a flexible state of body and mind.

About Customer

The customer in this case study is Vodafone, a multinational telecommunications company based in the UK. Vodafone is one of the world's largest telecommunications companies and provides a range of services including voice, messaging, data, and fixed communications. Vodafone has mobile operations in 26 countries, partners with mobile networks in 49 more, and fixed broadband operations in 19 markets. As of 30 June 2021, Vodafone had 444 million mobile customers, 29 million fixed broadband customers and 22 million TV customers, including all of the customers in Vodafone's joint ventures and associates.

Solution

Vodafone partnered with Nuffield Health and Olympian Tom Daley to create a bespoke 36-minute yoga routine specifically designed to combat the effects of a sedentary lifestyle. This routine was led by Tom Daley himself and was aimed at helping people get into a flexible state of body and mind. In addition to this, Nuffield Health offered EVO customers exclusive free access to a 3-day pass at any Nuffield Health fitness and wellbeing centre. Customers also received three months’ access to Nuffield Health 24/7, where the yoga routine was hosted. To further promote the launch, Tom Daley posted across his social channels and took part in three exclusive interviews with PA Media, Evening Standard, and The Telegraph.

Impact #1	The partnership with Nuffield Health and Tom Daley not only provided a unique solution to Vodafone's customers but also created a significant media buzz. The launch was supported by posts on Tom Daley's social channels and exclusive interviews with major media outlets. This resulted in extensive coverage across print, online, and broadcast media, including national coverage. The partnership also enabled amplification across all Vodafone and Nuffield Health digital and social channels, as well as the EVO home page, the VeryMe app, and eCRM mailers. This extensive reach helped Vodafone to effectively communicate the benefits of the EVO plan and its commitment to promoting a healthy lifestyle among its customers.

Impact #1

The partnership with Nuffield Health and Tom Daley not only provided a unique solution to Vodafone's customers but also created a significant media buzz. The launch was supported by posts on Tom Daley's social channels and exclusive interviews with major media outlets. This resulted in extensive coverage across print, online, and broadcast media, including national coverage. The partnership also enabled amplification across all Vodafone and Nuffield Health digital and social channels, as well as the EVO home page, the VeryMe app, and eCRM mailers. This extensive reach helped Vodafone to effectively communicate the benefits of the EVO plan and its commitment to promoting a healthy lifestyle among its customers.

Benefit #1	178 pieces of coverage across print, online and broadcast media
Benefit #2	11 pieces of national coverage
Benefit #3	123 million total coverage reach

Benefit #1

178 pieces of coverage across print, online and broadcast media

Benefit #2

11 pieces of national coverage

Benefit #3

123 million total coverage reach

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Overview

Vodafone EVO: A Flexible Solution for Sedentary Lifestyles

Operational Impact

Quantitative Benefit