Case Study: Vodafone captures real-time event insight with Lumi

Vodafone Collects In-the-Moment Insight on New Year’s Eve

Vodafone wanted to understand how consumers perceived its brand after ending its Formula One sponsorship and shifting its marketing toward brand engagement. For the London NYE 2013 Fireworks, Vodafone needed to assess how successful the event was, what impact it had on the brand, and how broad that impact was.

Vodafone partnered with Lumi to capture in-the-moment insight through an app-based research approach that used open-ended text, audio, video, photos, surveys, quizzes, and event information. Lumi recruited 276 people to download the app, with results delivered in real time during the event and top-line findings available on 1 January. The feedback was overwhelmingly positive, with attendees describing the fireworks as “magical,” negative comments about Vodafone staying minimal, and Vodafone emerging more strongly associated with being “creative,” “innovative,” “inspiring,” “exciting,” and “knowledgeable.”

Vodafone