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VODAFONE IRELAND HAS apologised to two female journalists after they were sent framed photos of themselves that appeared to have been smashed as part of a marketing campaign.
Journalists and others working in the media were sent press packages containing the framed photos in recent days, accompanied by material promoting a new service allowing customers on any network to have their phone screens fixed in Vodafone stores.
Consumer and finance journalist Sinead Ryan, who was sent one of the photos, said the campaign was a “serious PR misstep” by the phone company, tweeting:
“Don’t care what you’re advertising; I had a stalker once who sent me one too. For real. Did this look ‘cute’ at your planning meeting??”
Personal finance journalist Jill Kerby was also critical of the move. In response to the photo she received, she tweeted: “Like…women journalists love getting framed pictures of themselves that someone has stamped on.”
Other journalists said in response to Ryan’s initial post that the campaign was “creepy” and “sinister”.
There was also some positive reaction to the picture-based campaign online, with other recipients describing the photos as “smashing” and “cool”.
The ‘smashed’ effect was achieved by using a vinyl overlay over the top of the picture’s surface, giving the appearance of a smashed surface.
It appears people’s images were taken from their social media feeds as part of the campaign, which was an extension of advertisements for the service placed in the front windows of participating stores.
At the stores, vinyl overlays were placed on the exterior of the buildings to give the impression that the glass has been shattered.
Campaign
As part of the campaign TV presenter Doireann Garrihy was pictured behind one of the windows, where she had her picture taken for images which were shared alongside the press release.
As well as the personalised framed picture and images of Garrihy, the media package also included a Vodafone branded leaflet alongside the press release.
The release included quotes from a Vodafone Ireland spokesman who said that the company was launching a screen repair service because “accidents happen”.
“Thanks to ‘Vodafone Fix&Go’, the day where customers have to wait weeks for their phone repair is well and truly gone,” it said.
Responding to Sinead Ryan’s initial tweet, Vodafone said:
We apologise sincerely and wholeheartedly for any upset caused by our media outreach. Our intention was not to cause any distress. The frame and accompanying information leaflet were intended to highlight the launch of our new fix & go screen repair service. Our intention was to draw the association between smart phone photos and selfies and shattered glass screens and the service, which seeks to offer mobile users a speedy in-store screen fix solution.
Responding to a request for comment from TheJournal.ie Vodafone Ireland reiterated that the photos were part of a wider campaign and added:
It was never our intention to cause upset to any of the recipients and we have apologised directly to the two journalists who raised the issue on Twitter for any distress caused to them.
- With reporting by Daragh Brophy
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A bit hysterical here really, it seems like a well thought out campaign and has some impact. Offence is very easily taken especially among journalists who thrive on this type of hysteria and outrage
@Anthony Conroy: If someone used my image in a marketing campaign without my permission, I’d be pissed off. If they want to use it they should seek permission and offer a fee.
@Anthony Conroy:
Even in this age of Journalistic hysterical feeding frenzies this would only registers a mere 2.4 on most outrageometers.
@Anthony Conroy: remember when journalists were interested in breaking the news instead of wanting to be the news.
@Anthony Conroy: a campaign to repair or insure smashed phone screens is fine , however sending some a pic of themselves in a frame with smashed glass is just creepy .
@DJ François: nope they don’t. Once your picture is on Facebook, Instagram etc they simply pay Facebook a fee and use it then. You’re no control over your pics once you upload them to social media sites.
@DJ François: They didn’t use it, they sent it to the journalists who then put it on the internet.
@DJ François: they used it by sending it to themselves. It’s not like they plastered their image on the back of the 42B!
There are journalist’s that offend people with their remark’s and one would not get a apology from them ,a little over the top I would think but also making allowances for sensitive types
Still worked . Wow
Sounds like I should switch from 3 to Vodafone so.
Outraged, shocked, horrified….(etc)(etc)…..,
Absolutely genius from Vodafone. Marketing worked like a charm. Sent it to the right journos too. Genius
No such thing as……….
@RRRR: totally. Know all about the new service due to this report. Well played.
As long as the 24 hour donut drive thru reopens we’ll all be grand:)
@Jonathan Power: yeah PR company should just have sent them a box of Krisoey Kreme donuts saying sorry but we took the time to queue for these to make up for your upset ;) the same journos wouldn’t have batted an eyelid at a bit of bribe ;))
I’d be only delighted to get a photo like that – it’d be a distinct appearance improvement!
@Michael Kavanagh: Cat snap
F’ing snowflakes
A large part of life is spent being irritated annoyed and insulted perssonally or intellectually by brands, companies and their advertising.
When an effective way of hitting back at these counter-productive intrusions we will have taken a step forward.
@DeFonz:
Maybe we should smash our phones in protest!?!
@Michael Kavanagh: cat snap again
Lots of men attacking these women in the comments. Read it again. One of these women had received something similar from a stalker. This campaign literally made her fear for her safety. Being a woman is tough enough as it is. We have to do hundreds of things every day to make sure we’re not putting ourselves in danger. This campaign played on that fear and it’s reprehensible.
@Ailbhe: Hundreds of things every day, really? List five there for starters. Hysterical nonsense.
@Ailbhe:
I presume they used the same mailing list as for invites to ‘openings’ and old style posted information release for those they might see as ‘influencers’ – so it’s hardly stalking!
@Ronan Sexton: No problem:
What I wear – she was asking for it
How I travel – she walked home alone?!
Where I go – or course she was attacked, she was in a bad area
Who I talk to – everybody knows he’s dodgy
How I talk to them – she kept making eye contact, flirty
That’s just the very low detail about what aspects of my behaviour I’m expected to consider so that I don’t get attacked or assaulted as a woman. After all, it’s usually our fault…
@Ailbhe: I think the point here is, how could anyone know she’s been sent this type of item by a stalker in the past unless it was published somewhere was it? (I could be wrong). Stalkers send flowers and cards as well, if she was sent flowers as part of some valentine’s day campaign, would whatever company involved be at fault for that also?
@Ailbhe: ridiculous nonsense
@Lambo Moonski: I’m assuming you’re a cis white male then, yeah?
@Ailbhe:
From a guys perspective…
What I wear – he was dressed like a d1ckhead
How I travel – he walked home alone
Where I go – he walked through a bad area
Who I talk to – sure he was chatting to a skumbag
How I talk to them- he was being an ar$ehole
That’s just the very low detail about what aspects of someone’s behaviour everyone considers to reduce the risk of being attacked.
Cop on to yourself
Snowflakes!!
Cry me a river. Get over it.
They couldn’t all be in this together could they? I’m very skeptial, as you know Ted.
#metoo
Much prefer to go to the Chinese repair & second hand phone shops.
Much cheaper, & sure most phones are actually Chinese made.
All the big branded phone Companies are foreign owned, with big markups generating high profits to transfer off shore.
And sub out backup services to call centres in India or other minimum pay contractors .
WTF…
have your say