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Vodafone Ireland and Folk Wunderman Thompson have launched a new TTL campaign, Home of Trade In, that cements Vodafone’s position as a place where consumers can get rewarded for trading in their used phones and doing their part for the planet. The campaign further establishes Vodafone’s commitment to sustainability by creating awareness around Ireland’s first-to-market online smartphone trade-in tool. The campaign runs across TV, Broadcast, VOD, YouTube, social, digital, partnerships, OOH and Digital OOH.

Jonathon Cullen, creative director, Folk Wunderman Thompson, “With so many ad campaigns out there focussing on the publics responsibility to look after the environment, it was critical to create a campaign that was motivating and one that truly triggered a behaviour change. Through our research it became clear that almost everyone has a smartphone sitting at home, yet people don’t understand that this is an issue. By tapping into this truth and creating a sense that everyone is ‘trading in’ we hoped to create a sense of momentum and make it feel like trading in was a ‘no brainer’.”

Speaking about the campaign, Abi Moran, CEO Folk Wunderman Thompson, said, “Over one in five have at least two unused devices, yet the reality is that they are filled with precious resources and metals. When they’re recycled and repurposed, they can help to prevent a drain on the world's natural resources. Now, more than ever, this type of initiative is so important. We’ve been on a journey with Vodafone for over a year to determine how to credibly support a sustainable world and communicate responsibly. We’re very proud to work on work that will genuinely change consumer behaviour.” 

Niall Reynolds, advertising and marketing manager at Vodafone Ireland commented, ‘We wanted this campaign to feel like a positive and practical step that everyone can take. Home of Trade In demonstrates our network credibility, digital innovation and commitment to the planet, while allowing our customers to positively affect the environment and their wallets simultaneously.”