Roles of newspapers
Ability to get nationwide coverage on a specific day – February 29, 2008. With newspapers mass reach, the ad was able to talk to *1 million New Zealanders (29.96% of all people 15+) on this one day.
Although this ad was actually a brand message, Vodafone received over 300 calls and 800 TXTs on the day to a real leap year baby’s phone number, which was in the ad. These included calls from radio stations wanting to interview Oliver Woods.
What the client said
“It just shows how even one print ad can inspire people to make the most of now.”
Jodene Murphy, Head of Brand, Vodafone New Zealand.
Download a PDF of the case study below.