Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.

1. Vodafone,
The
Late
Night
Standard,
MEC
August
2016:
Two
historic
milestones
for
Londoners.
The
start
of
the
24
hour
tube.
The
first
major
Broadband
product
with
no
line
rental
charges.
To
celebrate
MEC
partnered
with
ESI
Media
to
create
The
Late
Night
Standard.
And
a
new
standard
of
press
partnership
was
created
(yes,
we
went
there)
The
Late
Night
Standard
delivered
great
content
in
a
moment
crucial
for
Vodafones
broadband
campaign,
while
extending
the
reach
of
the
Evening
Standard
across
the
24
hour
tube
network.
This
is
the
most
successful
newspaper
launch
of
the
year
and
a
great
example
of
collaboration
between
media
owner,
client,
media
agency
and
creative
agency
BACKGROUND
/
OBJECTIVE
The
broadband
category
is
dominated
by
selling
two
things
–
speed
and
price.
But
people
are
frustrated
by
an
outdated
system
that
charges
them
for
line
rental
that
they
don’t
use.
We
had
an
opportunity
to
flip
the
conventional
understanding
and
create
a
new
conversation
which
we
could
own.
That
conversation
was
about
freedom.
Freedom
from
frustration.
And
the
freedom
the
internet
promised
when
it
was
born.
Vodafone
wanted
to
create
a
content
party
to
celebrate.
INSIGHT
We
know
that
the
key
reason
for
broadband
usage
is
primarily
for
entertainment.
People
want
to
be
entertained
towards
the
end
of
the
week
(Source:
Time
Diary
-­‐
Touchpoints
2016),
so
this
gave
us
a
clear
opportunity
for
media
to
time
target.
Our
audience
-­‐
who
are
using
their
landline
less
and
less
and
who
shop
smart
-­‐
is
naturally
wary
of
brand
claims
so
it
was
important
that
we
align
our
campaign
with
content
&
experiences
that
our
audiences
engage
with
to
relax
and
enjoy
themselves.
Meanwhile,
there
is
also
low
awareness
of
Vodafone
broadband,
so
in
a
market
where
competitors
outspend
and
outshout
us
we
knew
delivering
high
reaching
disruptive
message
was
important
to
drive
awareness.
London
naturally
over
indexes
vs.
our
“Shop
smart”
target
audience
and
we
also
knew
that
continued
investment
in
print
was
having
a
positive
impact
on
our
econometrics
model.
With
this
in
mind
and
alongside
our
insights
The
Evening
Standard
seemed
like
the
perfect
platform.
Our
gut
feel
was
right
The
Evening
Standard
reaches
777,000
of
Vodafone’s
shop
smart
audience
and
indexes
at
144.
But
just
running
adverts
in
the
Evening
Standard
wasn’t
enough
to
make
our
audience
to
feel
the
celebration
of
freedom
with
Vodafone
Broadband.
THE
PLAN

2.
We
needed
a
unique
disruptive
platform
that
allowed
us
to
connect
with
our
audience
alongside
the
entertaining
content
they
want
to
consume.
And
what
better
opportunity
than
the
launch
of
the
Night
Tube?
It
too
allowed
people
to
enjoy
their
leisure
more
easily.
With
less
frustration.
After
a
series
of
meetings
and
late
night
brainstorms
MEC
and
ESI
media
came
up
with
the
idea
of
The
Late
Night
Standard,
a
bespoke
nocturnal
newspaper
to
be
distributed
in
zone
1
on
the
Night
Tube.
The
idea
was
to
deliver
great
content
in
moments
crucial
for
Vodafones
broadband
campaign
whilst
also
extending
the
reach
of
the
Evening
Standard
content
across
the
24hour
tube
network.
The
Night
Tube
aimed
to
free
people
in
London
to
travel
where
and
whenever
they
wanted,
Vodafone
was
also
looking
to
free
people
from
paying
unnecessary
costs.
This
made
the
partnership
a
perfect
marriage
from
a
messaging
perspective.
It
was
also
important
to
align
our
messaging
with
entertaining
content,
so
the
36-­‐page
issue
we
created
blended
great
editorial,
branded
content
and
tailored
display
formats
across
both
print
and
digital.
Vodafones
eight
page
content
piece
was
made
up
of
entertaining
and
tailored
collaborations
with
Now
TV,
Sky
Sports,
Spotify
and
Future
Breakers.
These
outstanding
content
providers
are
part
of
the
Vodafone
broadband
offer
and
fit
our
brief
perfectly
too.
This
media
first
was
supported
by
four
native
articles
were
published
online
on
the
Evening
Standard’s
‘Going
Out’
section,
a
three
day
section
takeover
ran
on
the
Standard’s
website
and
via
the
Evening
Standard’s
social
channels.
Using
ESI
medias
army
of
vendors
we
distributed
80,000
copies
of
The
Late
Night
Standard
from
8:00pm
at
key
commuter
stations
in
zone
1.
The
insights
backed
up
our
ambitious
plan
and
we
had
research
in
place
which
measured
its
success.
RESULTS
As
the
Mayor
said,
the
night
tube
is
“wonderful"
with
thousands
of
Londoners
able
to
benefit
from
the
service
providing
a
"huge
boost"
to
the
capital.
Alongside
this
the
Late
Night
Standard
was
a
great
example
of
how
branded
content
can
be
integrated
into
the
fabric
of
a
Newsbrand.
This
media
first
meant
MEC,
Vodafone
and
ESI
media
were
able
to
embrace
a
key
moment
in
London’s
history.
We
not
only
embraced
a
key
moment
in
history
but
the
results
show
that
it
worked:
• 95%
loved
the
idea
of
the
Late
Night
Standard
• 91%
said
it
is
a
great
initiative
• 68%
said
they
will
probably
keep
the
Late
Night
Standard
and
refer
to
it
again
and
90%
would
get
it
again
if
there
ever
was
one.
It
also
delivered
for
Vodafone:

3.
• All
respondents
recalled
that
Vodafone
offered
no
line
rental
charges
(50%
unprompted)
• 79%
of
respondents
said
Vodafone
were
showing
their
fun
side
via
the
sponsorship
• 65%
of
respondents
said
this
activity
raises
their
opinion
of
Vodafone
• 67%
of
respondents
said
this
activity
puts
Vodafone
front
of
mind
• 52%
of
those
with
broadband
accounts
said
they
would
now
consider
Vodafone
next
time.
The
creative
idea
and
the
effective
research
clearly
demonstrate
that
we
have
managed
to
flip
the
conventional
understanding
of
the
broadband
market
and
that
the
The
Late
Night
Standard
is
the
most
successful
newspaper
launch
of
the
year.
CLIENT
QUOTE
Caroline
Welsh,
head
of
Vodafone
marketing
and
comms,
said:
“We
were
delighted
to
have
partnered
with
the
Evening
Standard
to
celebrate
the
Night
Tube
opening
for
our
customers
travelling
through
London.
Our
network
is
always
ready
for
our
customers,
now
the
tube
is
too.
We
also
wanted
to
be
part
of
the
momentous
occasion
and
therefore
celebrating
the
launch
with
the
Evening
Standard
was
an
obvious
choice.
“As
an
added
bonus
we
were
also
able
to
showcase
our
great
propositions
that
come
with
content
which
we
know
Evening
Standard
readers
will
love;
like
listening
to
Spotify
while
on
the
move
around
London,
to
catching
up
on
their
favourite
TV
programmes
from
the
night
before
using
our
superfast
broadband.”