Even a small website like this uses cookies to give you the best possible browsing experience. By continuing, you agree to the Cookie Policy.

Vodafone Free SIM

A management system used to track the effectiveness of Vodafone's Free SIM advertising campaigns

Project details


Track and report on Vodafone's Free SIM distribution strategy in the UK


Campaign management system to monitor the effectiveness of media placements


An online ordering website, management portal and display advertising aggregation platform


  • freesim.vodafone.co.uk


Vodafone UK


Agency Republic
Creative Technologist


  • United Kingdom


  1. 16-25-year-olds
  2. International students


15 May 2011


  • Over 3.4M orders in 2 years
  • 81% uplift in click-to-order conversions through optimisation
  • Highest Net Promoter Score (NPS) tracked by Vodafone UK

Key technologies

  • PHP
  • CodeIgniter
  • WURFL Device Detection
  • HTML5


  1. Flight of the bumblebee

  2. Vital news

  3. Pay-as-you-go ad


Campaign management system

To support Vodafone's Free SIM operation, Agency Republic developed the Free SIM CMS, a system to manage the distribution of Vodafone Pay as you go SIM cards across the United Kingdom.

The system tracks the effectiveness of advertising campaigns across media placements including:

  • Free SIM website
  • Display/banner ads
  • Facebook
  • Television
  • Outdoor posters
  • Affiliates
  • Distributors

Customers received their SIM card(s) within 72 hours (critical, as the quicker it arrives the more likely it is to be activated and topped up).

Desktop interface

To highlight the different value propositions offered by Vodafone, users are presented with a choice page to help them select the most relevant product.

This page was run through multi-variant testing and A/B testing to understand how different content (images, text, etc.) encouraged users to become customers.

Placing an order

Once a proposition has been selected, users can fill in their details to have a Vodafone Free SIM pre-provisioned with their proposition sent to them.

The form page allows users to dynamically change the selected proposition and get more in-depth information about the offer.

To increase order fidelity users can enter their postcode to search for their address rather than manually entering their address into the form. This significantly reduced the amount of SIM cards returned to Vodafone.

Once a user enters their information they receive a confirmation email and their data is sent for cleansing and fulfilment.

Despatch, activation and top-up information is sent from Vodafone and matched against orders to identify the effectiveness of their originating campaign.

Adaptive web design

To deliver the best user experience, the Vodafone Free SIM website delivers a front-end interface optimised for the user's device through adaptive design techniques.

Through adaptive design, a database of device capabilities (identified by the User-Agent) would define whether a user experienced the smartphone or feature phone interface.


  • Bashkim Isai
    Creative Technologist
  • Al Campbell
    Executive Creative Director
  • Jason Keet
    Art Director
  • James Hodson
  • Stephen Armstrong
    Client Services
  • Lucy Fish
    Client Services
  • Amanda Taylor
    Client Services
  • Richard Templeman
    Head of Project Management
  • Monica Ritz
    Project Management
  • Mark Andrews
    Project Management
  • Tom Cole
    Head of Technology
  • Chris Rosser
    Senior Developer
  • Tomasz Szarzynski
  • Michael Robinson
    Head of Design
  • Heiko Winter
  • Huda Abdul Aziz
  • Andy Cooper
  • Nic Goodall
    Head of Quality Assurance
  • Victoria Copeman
    Quality Assurance