Shh don't mention the iPhone 7

To achieve stand out during the launch of a new iPhone, Vodafone took the unprecedented decision not to mention the iPhone, or Apple, in this campaign.

We ran surveys across all networks to identify 150,000 people in-market for a new iPhone. We targeted them with creative that did not mention the iPhone, just that Vodafone had the latest smartphones. We scaled this to 3m lookalikes.

Our campaign circumvented Apple’s guidelines on what Vodafone could say in its advertising and which websites ads could appear on.

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