Vodafone in global brand revamp
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Vodafone is planning to launch a new global marketing campaign as part of its biggest shift in brand strategy in four years.
Vodafone advert
As part of the changes it will scrap the old tagline, “Make the most of now” for the new “Power to you” positioning.
The campaign will be used support the rollout of new services as the operator looks to broaden its appeal and encourage more customers to make the switch to smartphones.
Vodafone is this week planning to unveil what it hopes will rival Apple’s iPhone applications. Its new service, called Vodafone 360, will integrate a number of social networks, such as Facebook and Twitter.
Future Brand marketing director, Tim Hill, has previously told Marketing Week that while Vodafone’s products are not boring, its “image is so large it becomes connected with being staid and dull”
WPP’s Team Vodafone unit works on Vodafone’s advertising account. The mobile operator last month appointed OMD to its global media planning and buying business, winning out over WPP.
Vodafone may soon be pushed down from its position as the UK’s second largest mobile operator behind O2, if the merger between T-Mobile and Orange is approved by regulators.
Readers' comments (4)
Anonymous | Mon, 21 Sep 2009 12:11 pm
Yet another brand refresh for Vodafone!
I dread to think how much WPP have managed to make out of Vodafone over the years for their regular brand refreshes.
It just shows no-body can make up their mind, and from a customer point of view it's very confusing (and has a slight hint of 'panic' about it)
Look at O2 who have stayed true to their brand essence for many years - and give an impression of being a much more stable and reliable company.
I bet in another year or so, they'll be yet another refresh, and yet more money in WPP's pockets!
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Anonymous | Mon, 21 Sep 2009 2:00 pm
Red Restless and Rock Solid - these (now defunct) values will come to haunt the big V and as a "high value customer" im dissappointed; they are now red-faced and on the rocks - not to mention obviously still restless...
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Debjani Kundu | Mon, 21 Sep 2009 3:27 pm
red rock solid,
what are words worth,
you are here,
make the most of now
and now a new one 'Power to you'. All these adverts must have been made and distributed incurring great cost and they were all very good to look at. However I feel they were changed too frequently. Just when the common people/customer starts identifying with the message, visual its taken off and replaced by another one. Does give the impression of being fickled minded and unsure.
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Anonymous | Wed, 30 Sep 2009 12:57 pm
PS - Red, Rock Solid and Restless was only ever the internal brand essence - guidelines to help create advertising and comms -not ever an external marketing strapline. (So it shows the comments above are probably internal, and shows that they're not happy either!)
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