Vodafone Red Light

Vodafone Red Light , a mobile phone app for women living in unsafe domestic situations,  won the Media Grand Prix award at the Cannes Lions Festival of Creativity. Vodafone worked with Y&R Team Red, Istanbul to create an app that when shaken would alert a message and location to three contacts, requesting assistance.
The challenge when it came to marketing the app was how to do so without attracting the attention of men. This challenge was tackled by embedding the app advertising deep within content, intentionally designed to be so gender-specific that men never reach the hidden message. The presenter of the show would slip in the product pitch and advised the audience to share the information with fellow women.
More than 250,000 women have downloaded the app, which constitutes 24 percent of all women in Turkey who use smartphones. To date, it has been activated over 103,000 times.