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Vodafone were the first company in Ireland to launch a 3G broadband service. This meant we had to educate people about a completely new service (it's a modem - not a phone) and match a wide variety of possible product benefits to their individual need states.
We segmented our target audience into 6 distinct groups with one core need depending on lifestyle and tailored our messaging. Mobility was the key overall product benefit, however it was positioned differently for each group. Trial was important, so we created the ‘mobile sofa’ and ‘living room’ as an experiential roadshow.
This was a completely BTL launch with no ATL support. Our combination of strong segmentation and simple, highly targeted creative, meant that results far exceeded expectations and surpassed all launch sales targets.

Silver IDMA Best Telecommunications
Category winner APMC 2008 Awards for IT & Telecoms.