Vodafone TV is a service that delivers the main German channels in HD quality via the internet. We launched it with an integrated campaign that made great use of the negative approach.We invented a traditional TV channel, called Alt TV (Old TV in English) that refused to join the HD trend. Fearing to go out business, Gordon Barto, the CEO of Alt TV tried to convince Germany to stay analog by starting a fierce battle against Vodafone TV. The campaign was Germany's most successful in its category and a huge hit on social media thanks to “Tweet Killer”, an online action where all tweets containing #VodafoneHD were shredded live.
Client: Vodafone/Agency: Jung von Matt/Role: ideation and copywriting
Campaign Case Study
Tweet Killer Case Study