Vodafone España Spec Campaign
Advertising • Vodafone España (Speculative)
An in-depth advertising strategy for Vodafone España to increase market share through a penetration, high-reach, high-frequency strategy that aimed to reposition Vodafone España, working at an awareness and image dimension. Following the SOSTAC model, we emulated the work of an account planner and delved further into creative strategy, media planning and budgeting.
The Brief
For my course in Advertising Management and Media Distribution, we had to follow the SOSTAC model to build an advertising strategy for a client of our choice. Our work spanned from conducting a thorough situation analysis to setting the objectives, strategy, tactics, action plan and control measures.
Apart from following all the steps of an account planner, we designed some prototypes for the creative strategy and planned the budget and media distribution.
This was one of the most rewarding projects I have worked on, that I have not only enjoyed but learned so much from.
Skills and Contribution
Research and Analysis
We conducted audience and competitor research, and a thorough company situation analysis.
Conceptualisation of Complex Data
Among other aspects, I analysed the spending trends of the competitive set using large datasets on Excel.
Objective-Setting and Strategy
I helped define the business, marketing, communication and media objectives, as well as the new positioning and creative strategy.
Budgeting and Media Planning
I also helped build the media planning schedule and determine the budget and breakdown of the ad spend.