News

Vodafone ditches ‘kidults’ in favour of population coverage-centred campaign

KidultVodafone has moved away from its controversial ‘kidults’ relaunch campaign in favour of a strategy highlighting the brand’s fast 4G offering.

Kidults, created by Ogilvy & Mather, was launched in September last year and was designed to win back customers which had been alienated by the telco’s network problems, focussing on the fact their customers were young at heart and loved to have fun.

However the campaign attracted criticism and became one of the most complained about of 2013, with many people saying it sexualised children. The brand declined to confirm why it had moved on from the much-hyped campaign.

The new campaign focuses on consumers’ love of the internet and how it covers 96 per cent of Australians allowing its consumers to access the online world from wherever they are. However, it does use the same backing music as the Kidults campaign.

Vodafone head of brand Shawn Marsh: “We want non customers to discover what’s changed at Vodafone as we’ve got an amazing story to tell. Our new 4G network is lightning fast and our coverage now extends across 96 per cent of all Australians. Our plans enable our customers to do more of what they love: more surfing, tweeting, sharing, streaming and posting. So our new campaign is centred around giving our customers more of what they want, more internet.”

The campaigns focus on the percentage of Australians it network covers mimics that of Optus which targets Telstra in asserting it covers 98 per cent of Australians.

Launched over the weekend, the TV campaign is complemented with a digital and outdoor national campaign, with a YouTube pre-roll video campaign also running.

Credits

  • Agency: Ogilvy & Mather
  • Creatives: Russell Smyth, Wellison D’Assuncao, Scott Mortimer, Brett Terblanche, Andrew Hankin
  • Digital Agency: DT
  • Media Agency: Bohemia
  • Production company: One20
  • Film production company: Finch
  • Director: Nick Ball
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