Vodafone: Ghita: The social shephard
Vodafone Romania needed to regain leadership of the country's mobile sector which was characterised by noisy competitive marketing, rational campaigns and slow adoption of smart phones. This case study explains how Ghita, a Romanian shepherd, became a national phenomenon after the mobile operator used communications to show how access to smart mobile technology could transform the shepherd's life. Following the campaign which launched in September 2013, Vodafone regained its status as the best perceived network and improved its reputation as a smartphone provider. Vodafone ended 2013 selling more smartphones than other types of phone for the first time.