Vi Human Network Testing Network
Award: Wood Pencil
Wood Pencil / Experiential / Community Activations / 2024
Vi faced non-user exclusion due to network lapses post merger. Bridging the trust deficit required a compelling demonstration of improved network. But the usual third party claims approach had been overused. So, Vi pioneered a unique partnership with the Dabbawalas - a 135 year old Six-Sigma-rated human network - to torture test Vi's network across the urban maze.
Since Dabbawalas deliver home cooked meals to over 200,000 people every day, this innovative partnership not only heightened sentiments but also resulted in a notable 66% growth in port-ins from competitors among non-users.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.