ENGAGING PARENTS WITH CLEVER CONTENT FOR VODAFONE'S NEW ONLINE ADVICE HUB

THE HEAD SCRATCHER

There’s a whole host of online safety resources out there. And parents are always being told their kids have more digital knowhow than them. How could we cut through the clamour, to engage parents with Vodafone’s new online parental information and tools hub without making them feel even more under pressure?

THE IDEA

We needed to prove the need for the new Digital Parenting Pro rationally while also engaging parents emotionally. So, we commissioned research which quantified the digital knowledge gap between parents and kids, revealing that children’s digital knowledge surpasses their parents by the age of 12.

And we delivered our message in a more emotive wrapper by partnering with Oh My! to create tongue in cheek video content. Seeded across digital media, the inflight safety style film showed a child educating her dad on digital safety.  

THE RESULTS

• 223 pieces of coverage to date, including 12 pieces of national coverage such as The Sun, The Independent, Daily Star and Daily Mirror, 19 pieces of regional coverage, and counting.

• 65% of the coverage linked to Vodafone’s online resource hub

• 100% positive sentiment