RKCR/Y&R Follows British Family Days Out for Vodafone UK

Vodafone UK has launched a new documentary-style ad campaign to promote its new Red+ plan featuring real British families.

Spanning TV, cinema, press, digital and social, the campaign follows three different families from London and Bristol, documenting the moments they share together and exploring the role that mobile connectivity plays in their lives.

The campaign, created by Rainey Kelly Campbell Roalfe/Y&R, promotes Vodafone’s Red+ plan which allows multiple people to share one simple data allowance. The central idea behind the campaign is all about sharing – especially in today’s modern world where families come in all shapes and sizes sharing is what makes family, family. 

The three families were chosen through a combination of street castings, focus groups and postings on Mumsnet appealing to real families who might be interested in becoming involved in a documentary-style campaign for a well-known brand.

Families that made the shortlist had to submit an audition video where they answered questions about the role of mobile technology in their lives. From there, another series of interviews took place to find the final three. The director of the films, Anthony Wonke at Partizan, then visited the chosen families at their homes to get to know them better before shooting the ad.

The three films, “Sunday Lunch”, “Camping Trip” and “Day Out” will appear in a variety of edits, including 180, 150, 60, 40 and 20-second cut downs. 

Daryl Fielding, Vodafone’s Director of Brand Marketing, said: ‘We know that mobile technology plays a big role in family life, but we also know that families worry about keeping data usage under control.

Our great new Red+ product allows families to share their data allowance and data caps under one shared and simple bill so they can share freely without worrying.

Mick Mahoney, the Executive Creative Director at Rainey Kelly Campbell Roalfe/Y&R, said: “The wonderful families in our new Red+ campaign show that mobile connectivity not only helps keep us entertained but can bring us closer together.”