Mobile phones are considered the death of family time. In public places, it is common to see each member of a family staring in to their mobile phone screens, keeping to themselves…conversation be damned. In this context comes a new campaign for Vodafone UK’s family sharing data plan, Red+. The ads position it as an enabler of sharing and hence bringing families together.
What worked for me was the real-life nature of the ads. Turns out that real British families (not actors) were cast. Casting for the campaign was done “through a combination of focus groups, postings on Mumsnet and street castings.” Also, families that made the shortlist had to submit an audition video where they answered questions about the role of mobile technology in their lives.