The new campaign will see Vodafone being given a younger, bolder and more energetic look in its retail stores, online and in catalogue, supported by outdoor and TVCs, which will be launched in the coming weeks, followed by extra outdoor advertising and a new web portal, which will go live on 15 September.
The campaign 'Discover the new' along with another cheekier version 'Pleased to meet you. Again', will run over the next quarter, while the core visual elements will continue to be used over the next 18 months.
Vodafone aims to communicate with Australians that the brand has made considerable positive changes to its business, including network improvements expanded 4G coverage and the new Red plans, which were launched last week.
Kim Clarke, CMO at Vodafone Australia, said the new campaign is designed to reintroduce Vodafone as a brand that encourages people to see the world as though seeing it for the first time.
“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,” he said. “These are the values we hold true as a company and reflect those of our customers, who look at the world with fresh eyes.”
Internationally, The Brand Union agency has led the development of the core brand identity, which replaces the Vodafone “tetris” with a flexible rhombus shape that anchors to the Vodafone roundel.
Locally, Vodafone has worked with Ogilvy to produce a campaign that is brave, bold, and holds yet a few surprises in store.
Ogilvy & Mather: Overall creative strategy, development of brand, Red infinite & roaming TVCs, making of film, print and outdoor
Bohemia: Strategic planning and idea development across all media channels
Ikon: Media planning & buying across both online and offline including search
DT Sydney: Site development of new online campaign hub, owners of display creative and execution, social strategy, plan and content creation
OgilvyOne: Customer strategy & content creation for 4G, network coverage and Red EDM customer video