All over Spain they had a ball.

Along with banks, telecoms get the most customer complaints.

That’s why Vodafone communications moved to a new emotional tone, closer to the customer. This included Delights: small, impromptu gifts to customers, present and potential, expecting nothing in return.

In March 2014, Vodafone and their agency, Sra Rushmore Madrid, launched their most ambitious Delight, a catchy game played on mobile handsets.

With a simple movement of the hand, players passed a virtual ball from one mobile to another. There was only one ball and whoever had it was the star. For each pass, Vodafone made a donation to Red Cross Schools Aid Plan.

It was Delights philosophy at its purest. You play and enjoy, Vodafone donates.

For real buzz, Vodafone partnered with Atresmedia who featured the game across their network, from popular TV shows to prime time news. Whoever had the ball became visible to a huge audience, encouraging them to pass quickly and increase donations.

The Pass the Ball app got 365,161 downloads, generated €207,000 for Red Cross, and pulled an audience of 31.5 million. Earned media was estimated at €1.2 million.

And 11,000 players became media stars.