Vodafone’s strategy centered on identifying net-new prospects while strictly excluding its existing customer base from the campaign’s reach. By pairing custom audience segments with high-impact display and instream video formats, the brand bypassed the traditional limitations of tentpole advertising. Post-campaign data provided by Cint confirmed a 4-percentage-point lift in purchase intent, alongside a sixfold increase in message association compared to industry benchmarks.
Vodafone and TripleLift Pivot Event Advertising Toward Performance
By shifting focus from sheer reach to granular audience targeting during the London Marathon, Vodafone achieved a fivefold increase in purchase intent. The campaign, executed via TripleLift’s creative marketplace, demonstrates that major cultural events can serve as high-performance channels rather than simple brand awareness plays for advertisers.
Benjamin Felix, CMO at TripleLift, noted that the success lies in moving beyond proximity to events toward intentional, measurable impact. This project builds on a history of collaboration between the two firms, including previous high-efficiency display and Flipbook campaigns. For Vodafone’s programmatic specialists, the results validate a shift in expectation: modern media buying around global sporting moments must prioritize precision audience intelligence to deliver tangible growth.
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