Vodafone has reviewed its advertising work including strategy, creative, channel and agencies in a bid to become more emotionally engaged with the customer.
This new £16 million campaign to promote the brand’s mobile internet kicked off with a roadblock simultaneous airing of a 90’ spot across 200 TV channels.
This was coupled with a series of major digital bespoke executions with partners including eBay, Google, Price Runner, MSN, Rightmove and YouTube.
Not only is this the first time that consumers really have the opportunity to access all that the internet offers on their mobile, but it also adds another media channel for advertisers who can get right to the heart of the customer.
Outdoor support involves the largest ever permanent outdoor holding, 900 premium poster sites. The upfront, year-long commitment has meant a saving in excess of £3 million. Support also comes from cinema and press.
An updated tone of voice hopes to express more human and joyful elements of the brand.