International multi-language custom live stream experience to celebrate NYE around the world, featuring fan videos stating their resolutions and goals for the upcoming year.
Vodafone was looking to highlight their new message about “optimism for the future” and wanted to make a big impact in 7 major markets: Albania, Czech, Egypt, Greece, Portugal, Romania, and Turkey.
Vodafone teamed up with Telescope to develop a unique New Year’s Resolutions campaign that solicited video clips from customers in those markets. The videos were broadcast live on several Facebook pages related to the relevant markets starting at midnight. An on-screen optimism meter grew as it tracked optimistic resolutions. Thousands of video submissions were broadcasted live, with more than a half a million viewers. Over 97% of the videos submitted were deemed “optimistic for the future.”
Vodafone worked together with Telescope, Facebook and Santo to produce a custom Live experience on each of the seven participating Vodafone local Facebook channels (Albania, Czech, Egypt, Greece, Portugal, Romania, and Turkey), where people could share their New Year’s Resolutions Live.
The whole campaign started with Digital advertising, PR and Influencer engagement just around Christmas, when everyone was beginning to think about their New Year's plans and resolutions. Utilizing Telescope’s Uploader solution people from all around Europe were able to submit short videos explaining their resolutions for 2019 using #ResolutionsLive.
During the lead up to the LIVE event, Telescope coordinated and managed the team of translators (covering every language) and video editors working around the clock to create content for the main broadcast. On New Year’s Eve, people watched the LIVE event featuring the best of the submissions for their country. Viewers could interact with the stream through comments, reactions, and a live HTML optimism barometer.
Multiple language translations
Live optimism barometer
Media uploader utilized around the world
Vodafone brand recall increased 4.5 points
Over 50,000 people watched the Live event, and 500,000 watched the feed across the day with 99% of positive and optimistic reactions and comments
Average Live engagement rate was over 11%, where the only incentive was to share the moment of New Year with other people on Facebook
Viewers first 24 hours