Vodafone Turkey - Best Integration of Traditional and New Media Campaign

Company: Vodafone Turkey
Entry Submitted By: Medyaevi
Company Description: Vodafone is a leading telecommunications company in Europe and Africa. Our purpose is to connect for a better future and our expertise and scale give us a unique opportunity to drive positive change for society. Vodafone Turkey is a company of 15 years. Vodafone Turkey invested 1.9B TL for digitalization of Turkey last year. As of today, it serves 23.7M mobile and 1.2M fixed
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Integration of Traditional and New Media

Nomination Title: Vodafone Turkey "Ben Varım"

Specify the date on which this campaign or program was launched: 3 March, 2021

We wanted to get attention to gender inequality and to announce that we support women who say "Ben Varım (I am in) every field". Inequality is felt strongly in football, which is a male-dominated sport. We wanted to announce that we stand by women in every field with the sponsorship support we give to the Beşiktaş JK Women's Football Team. We showed the extent of inequality with numbers. We explained the figures on inequality through football jersey numbers. We invited everyone to say "Ben Varım" for 100% equality. We printed football jerseys with the numbers we determined on the statistics of women in football and business life. With the name sponsorship to Beşiktaş Women's Football Team and the support of jersey sponsorship, we said that we stand by women in every field. We invited everyone to say "Ben Varım for100% equality". In order to announce the campaign, we prepared a television movie where men and women play together. We gave information about 4 different statistics on the inequality in 4 different fields, based on the jersey numbers, while the players were playing football. We have included statistics on other areas where women are exposed to inequality, with videos we shot exclusively for Instagram.

All over Turkey; we aimed to emphasize that women exist and are equal in football as in every field, and to create a nationwide social awareness on this issue.The campaign is doing more about gender inequality than is known. In numbers, it reveals the extent of inequality. Making the campaign specific to football, one of the areas where inequality is felt most clearly, gets attention to both inequality and women's football. We carried out outdoor ads by highlighting our statistics. We sent the jerseys with statistics on inequality to influencers and made them share. We produced the sponsored content on Gain (streaming service) and prepared the documentary "Ben Varım". In this documentary, we have included the stories of women working in professions that are "appropriate for men". We prepared an Instagram filter that will highlight the message of equality. We made a podcast with our female football players by participating in the "Nasıl Olunur (How to Be)" program at Storytel. In order to highlight the female figures at Vodafone, we continued the campaign in internal communication by shooting special videos for LinkedIn with the managers.

We managed to exceed our monthly average engagement rate target for Vodafone Turkey Instagram account by 42%. Our video completion rate on Youtube; 1.6 times above the industry average. Our brand awareness score in the communication process (3-31 March); We managed to raise it 213% above the sector average.

Links:

https://www.youtube.com/watch?v=9ZvVXEIpEiI
https://www.instagram.com/p/CMJvO4qnvTm/?utm_source=ig_web_copy_link
https://www.linkedin.com/posts/enginaksoy_benvaraftm-activity-6774238750995181568-pEpm
https://www.linkedin.com/posts/sahinmeltem_benvaraftm-ugcPost-6774335912714235904-9_2i
http://www.medyatakip.com/medya_sistem/yb_kupurgoster.php?mnosif=8MRaHdryDow.&;gnosif=-U_P3kFFG_zRZYzJ-zwJrw..&st=2
http://www.medyatakip.com/medya_sistem/yb_kupurgoster.php?mnosif=8MRaHdryDow.&;gnosif=VHVLedzgmrV2cJZ9yB9BcA..&st=2
http://www.medyatakip.com/medya_sistem/yb_kupurgoster.php?mnosif=8MRaHdryDow.&;gnosif=1QZ6i2GHjWO-kcEBAY859g..&st=2
http://www.medyatakip.com/medya_sistem/yb_kupurgoster.php?mnosif=8MRaHdryDow.&;gnosif=-U_P3kFFG_xImfEXcfAEgg..&st=2