Vodafone: How to Attract Millenials to the Prepaid Market (Condensed)

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On the morning of October 29, 2015, social media was abuzz. It could have been a normal day, but when singer Justin Bieber walked out on the radio show Yu: no te pierdas nada, it was an unexpected and unprecedented moment. The interview already had 200,000 visits on YouTube 18 hours after its recording and the Vodafone Yu marketing team tried to do some damage control. Although Pedro had several things in mind, there were priorities that needed to be addressed. His team had been thinking about hiring an Instagrammer, hoping that the brand's communication campaign could keep up the success it had achieved, which also meant rethinking the media mix.
Bibliographic citation: Villanueva, Julián; Soldado, Pilar, "Vodafone: How to Attract Millenials to the Prepaid Market (Condensed)", IESE, M-1364-E, 02/2018
Date: 05/02/2018
Author(s): Villanueva, Julián; Soldado, Pilar
Document type: Case
Department: Marketing
Sector: Telecommunications (Telephone, TV, Cable...)
Languages: English
Year of the events: 2015
Geographic area: Spain

Learning objective This case enables discussion on new communication strategies for millennial customers.