GAMING SUCCESS CASE: VODAFONE

THE STRATEGY

Vodafone launched an innovative in-game campaign, leveraging both video and display formats within popular game environments such as Dakar Rally, Avakin Life, Golf Clash, Asphalt Legends, and Nitro Nation. The objective was to increase brand visibility and impact while keeping the gaming experience seamless and non-intrusive.

The strategy combined both formats for maximum effect:

  • In-Game Video delivered deeper engagement and storytelling.
  • In-Game Display maximized reach and awareness at scale.

With an average viewability of over 95% and strong engagement metrics, the campaign proved that gaming is a powerful channel to reach highly attentive audiences. In addition, a Brand Lift Study was conducted to measure impact on key KPIs such as ad recall, consideration, favorability, and purchase intent

Reach
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Viewability
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VTR
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Brand Lift Highlights

  • Ad Recall: +11.6% lift for Video, +4.5% for Display. The strongest gains were seen among men and lower-income groups.
  • Brand Consideration: +20.3% lift for Video, +18.8% for Display. The highest impact was among higher-income groups.
  • Brand Favorability: Positive growth in brand perception. Attributes such as “has a clear message” (+11.11% Video, +10.00% Display) and “is credible” (+12.50% Display) increased significantly. Irritation levels dropped sharply (-80% Video, -86.7% Display), showing the campaign was perceived as non-intrusive.
  • Brand Attributes: +7.02% lift (Display) and +5.38% (Video) in the perception that Vodafone offers attractive Samsung deals.

Purchase Intent: +8.87% lift (Display), +3.86% (Video). The strongest results came from men and higher-income groups.

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