Romanian McCann Erickson launched Maximia TV and Radio Maximia for Vodafone Romania

Cristina Blanaru Creativity, Media

The creative concept Maximia, used by Vodafone in its prepaid services promotional campaign has, since recently, 2 new components: Maximia TV and Radio Maximia.

Both TV commercials and radio ads are differentiating themselves through the interactive component, the public being able to influence directly, through questions, the speeches of Vodafone characters: Paul, Cristina and Bogdanel.

Specially for the new campaign, Vodafone created a system through which users can contact the characters in the TV ads. Calling +40 722 723 724, users can obtain info about the new Vodafone offer and they can leave messages about the new campaign, being automatically entered in a draw with attractie prizes. The phone number is available for Vodafone’s clients for free and with tax for clients from another networks.

The 1st part of the campaign, that took place from March 26th to April 12th, had 8 TV ads, in which the main message was that Vodafone comes with a ne promo for its prepaid services users.

The 2nd part of the campaign, that started on April 12th and will run until May, will include people receiving messages to the people that left messages for the 3 Vodafone ads’ protagonists.

Moreover, Maximia TV has also an oline section, on Paul Maximus Facebook page, where fans are commenting and receiving answers in real time.

We want people to connect as much as possible to our campaigns. We want them to be part of them. That is why interactivity is an essential characteristic for all we are doing. Internet and TV are two media that can complete each other. Maximia TV shows that interactivity is not resumed to internet and can be reached also with the ones in front of the TV screen. We managed this way to bring all mediums to people and to make them feel part of the campaign. They can call and leave messages, while the answers come directly on TV and rado, via the personalized ads

Catalin Dobre,

Group Creative Director McCann Erickson.

McCann Erickson team working on Maximia campaign included Catalin Dobre – Group Creative Director, Ionut Cojocaru – Art Director, Dana Hogea – Group Account Director, Doina Ionescu – Account Director and Carmen Marin – Senior Account Executive. From Vodafone, for the campaign worked Romina Tazlaoanu – Associate Director Advertising Vodafone and Andreea Hârjanu – Brand Manager Vodafone.