Vodafone kicks off new marketing push with first work from Cummins and Partners

Vodafone has kicked off its latest advertising campaign with its first TV campaign from Cummins & Partners promoting the telco’s offers around streaming services Stan and Spotify.

The spot, which went to air last night, shows people watching and listening to their phone, with a voiceover inviting customers to ‘upgrade your down time with more data’ with the ability to watch Stan and Spotify Premium on a 4G network.

The ad, which carries the strapline Power To You, is also the first campaign under the marketing leadership of Loo Fun Chee who took over from Kim Clarke as CMO in January.

Cummins & Partners won the Vodafone account in November.

The campaign further distance the telco from its much maligned Kidults campaign which was designed to win back customers following a turbulent period for the company.

Chee said of the new campaign: “Having invested over $3b in network upgrades over the last few years in developing a network built for a streaming generation and with the completion of our 4G+ services in December 2014, the timing was perfect for us.

“We have a strong brand purpose to provide services that allow us customers to be at their best, both locally and with our unrivalled global network. And that extends from our network to our rapidly-growing entertainment proposition with an exclusive mobile partnership with Stan and Spotify”.

The integrated campaign was developed in conjunction with Stan, Spotify and Samsung, to coincide with launch of the new Samsung Galaxy 6 and GS Edge handsets.

The ads show people laughing and singing in public as they watch or listen to the streaming services.

Cummins & Partners executive creative director, Jim Ingram said: “Unbridled self expressions are emotion-rich but are usually confined to the comfort of our couches or lounge rooms.

“However by showcasing the ability to stream Stan or Spotify via the strength of the new 4G network, we were able to show people reacting to their favourite content at work, in the park and even on a jetty.”

Cummins & Partners chief executive Chris Jeffares added: “Working at the cutting edge of mobility is dynamic, with the last three months alone creating massive change in industry services and consumer behaviours. This has created fantastic new content and entertainment opportunities for Vodafone customers and we wanted to focus on that.”

Bohemia and Curious Films also worked on the campaign with the TV slot supported with cinema, digital, PR, out of home, in-store, print, CRM, social, search and through partner networks.


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