Telco announces ‘The new Vodafone’

PleasedTelco Vodafone has launched an outdoor advertising campaign to relaunch it’s troubled brand to consumers and reintroduce a ‘new Vodafone’.

The campaign comes off the back of a 18-month effort which has seen telco investing heavily in its network in an attempt to address issues with its reputation for poor reliability.

“Vodafone’s brand has always been different from its competitors – it’s fun, irreverent and fresh,” said chief marketing officer Kim Clarke.

As Mumbrella reported last week, the brand launched its Vodafone Red postpaid and SIM-only products with an online ‘Meet red’ campaign focusing on its ‘infinite’ offering and also taking aim at rivals Telstra and Optus, by promoting Vodafone’s Australian call centre, located in “sunny Tasmania”.

The company said the new visual brand identity incorporates the new Red plans in retail stores with a simplified message and “a younger, bolder and more energetic look.”

“Our Discover the New campaign aims to reintroduce Vodafone as a brand that encourages people to see the world as though seeing it for the first time. Our customers are fun-loving, adventurous types who haven’t forgotten what it’s like to view the world through the eyes of a child,” said Clarke.

Internationally, The Brand Union agency has led the development of the core brand identity,  while in Australia the company has worked with its agency Ogilvy under the direction of Steve Back, to produce the new campaign.

NewThe strategy will see Vodafone roll out outdoor ads across Australian capital cities featuring the new identity and inviting customers to “Discover the New”.  There is also a second version of the ad which acknowledges past problems with the tagline: “Pleased to meet you. Again”. According the company they are: “asking the public to reappraise the brand in light of the significant improvements it has made across all areas of its business in recent years”.

Vodafone says the full campaign will be unveiled over several weeks.

“This is a bold campaign that doesn’t shy away from asking ex-customers – many of them now not feeling quite at home with our competitors – to reconsider Vodafone,” she said.

“I strongly feel it is the right time for Vodafone to be bold, be brave and be straight up in asking customers to reappraise our brand. These are the values we hold true as a company and reflect those of our customers, who look at the world with fresh eyes. We want to attract their attention and to discover the new Vodafone.”

Vodafone says a new television commercial will be launched in the coming weeks with more outdoor advertising and a new website to follow.

Vodafone’s media strategy is run by Bohemia, with media buying by Ikon. DT Sydney has developed a new website due to launch next week.

Nic Christensen


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