Case Study: Vodafone Smart Tech achieves standout digital awareness, engagement and actionable insights with Zappi

How Vodafone Smart Tech made a splash with their new digital campaign

Vodafone Smart Tech needed to build awareness and drive adoption for Neo, a new kids’ smart watch in a nascent category, and wanted direct consumer feedback to ensure their social and PR-led launch cut through. They partnered with Zappi, using Zappi Creative Digital’s in‑context testing to measure attention, message clarity, likability and emotional impact in a realistic digital environment.

Zappi combined quantitative metrics with autocoded qualitative verbatims (showing 26% of respondents called the ad funny) to pinpoint what worked and what to change, finding strong emotional resonance with parents and the need to grab attention earlier and use shorter creative. The campaign earned media pickup (Vanity Fair, The Independent, Hello!), met the team’s targets, and left Vodafone Smart Tech with actionable insights from Zappi to optimize future digital ads and strengthen brand–category associations.

Vodafone

Kelly Tate

Head of Consumer Insight