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Nomination Cannes Lions 2017, Winner Lovie Award 2016 and Nomination for Digital Communication Awards 2016

Over the past few years, Vodafone has been active in the field of mobility. Examples include the traffic information of TomTom, the unstealable bike of VanMoof, and the connected busses and trams of Connexxion. Next to these innovations, there has been a lot of discussion about using smartphones in traffic. Therefore, Vodafone decided to join forces with the Fietsersbond (Dutch cycling association) and come up with ideas on how mobile phones can be used ‘intelligently’ on the bicycle. Together with their advertising agency DDB, they developed the ‘Smartjacket’. A smart jacket that allows you to easily navigate through traffic without holding the smartphone in your hand by using Google Maps, LED lighting on the sleeves and back of the jacket and a Raspberry Pi. It’s a ‘concept car’ for the bike.


  1. Create broad media exposure with the right PR angle
  2. Create exposure in ten different media titles with a reach exceeding 3,000,000
  3. Develop a campaign that goes beyond a single news moment


To really make an impact in the cycling field, the partnership with the Fietsersbond was of great importance. With this external partner as our companion during the campaign, the alderman of traffic in Amsterdam, Pieter Litjens, was invited to be the first to try the jacket in front of a variety of media. Simultaneously, the press release was sent out, which caused a snowball effect in the media. Even after the official launch moment, a number of media contacted us asking to try the futuristic jacket. This resulted in the jacket and campaign being visible in the news for a number of weeks. The final chapter in the campaign was an expert session on the future of mobility organized at the TU Delft during TEDxDelft.


8 RTV items, including BNR, Radio 10 and RTL Late Night; 17 print articles, including De Telegraaf, Het Parool and Metro; 47 online articles, including and with a total media value of € 406,486 and a cumulative reach of 37,304,778. The Smartjacket concept was also nominated for the Cannes Lions in the category PR.


€ 406.486,-PR value
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