Vodafone unleashes 'Kidults' in massive new campaign

Vodafone unleashes 'Kidults' in massive new campaign
SHARE
THIS



Troubled telco Vodafone is trying to woo back its former customers by portraying them as fun-loving ‘Kidults’, with a new TVC and tranche of online and outdoor activity starting yesterday.

The idea behind the campaign is to “make people look twice” according to the telco’s general manager, brand and communications, Jana Kotatko, with the heads of babies spliced onto adults, and some deliberately obscure outdoor executions.

Vodafone is attempting to win back up to a million customers lost to rivals in the wake of the network problems experienced two years ago, and is looking to leverage the power of its new 4G network to help convince people to return, starting with the brand refresh unveiled last week.

The telco has pulled back from much of its promotional activity, including high profile sponsorships, in recent years as it looked to rebuild its network, but according to Kotako the time is right to launch the new multi-million dollar campaign.

“We’re a very different business to what we were two years ago,” Kotako told B&T. “We’ve improved customer perception amongst our own customers, but we’ve been unable to shift negative perception about the brand amongst non-customers.

“We want to address that gap between perception and reality, and the way to do that is not to fix Vodafone, we want a new Vodafone, which is what we’ve done. We’ve got a humble tone.

“We know a lot of people who left us feel they don’t fit at the other telcos, and this will give them a reason to come back to us.”

The painstakingly crafted TVC, created by Ogilvy Sydney, was painstakingly crafted with three days spent filming babies in front of a green screen, before being painstakingly grafted onto the actor’s bodies by post-production house Alt.Vfx.

It also features the quirky ‘I Feel Just Like a Child’ by Venezuela-born Devendra Banhart, a track suggested by Kotako for the spot.

Ogilvy’s national creative director Steve Back described the campaign as an “exciting proposition” to create the campaign, which was three months in the making.

“In essence we’re capturing the spirit of the brand and bringing it to life,” he said. “It’s really working hard to get people to like the brand again and get people to re-appraise the brand.

“As a platform “Discover the New” is pretty exciting, and we’ve got different ways of relaying it, which is also exciting.

“Within the category a lot of advertising is based on value propositions as opposed to a story telling, so there is a gap where the emotional front is concerned.”

The campaign is set to build over the coming weeks with more TV spots, as well as outdoor and digital executions based around the 4G, Red and Roam propositions the brand is building out.

http://www.youtube.com/watch?v=_qMbHe4w2dI

What do you think of the TVC? Leave your thoughts using the form below.

Credits: Vodafone: Kim Clarke CMO; Jana Kotatko General Manager, Brand & Marketing Communications; Rachael Butler – Head of Brand & Creative Strategy; Shawn Marsh Head of Campaigns & Media; STW Group: Fleur Marks STW Group Business Director, Vodafone; Ogilvy Sydney: Nathan Quailey General Manager; Steve Back Chief Creative Officer; Graham Johnson Senior Art Director; Oliver Devaris Senior Copywriter; Mark Sareff National Head of Strategy; Gerry Cyron Head of Brand Strategy; Katie Dally Group Account Director: Production Curious Film; Director Ash Bolland; Executive Producer Pete Grasse; Producer Tara Riddell: Alt.vfx; VFX Supervisor Jesse Bradstreet; 2D Supervisor Matt Chance; Lead Flame Artist Urs Furrer; Compositor Karen Fabling, Mick Harkin, Murray Smallwood, Mark Doney; Online Editor Matt Bennett; VFX Assistant Sean Ryan; Executive Producer Takeshi Takada.

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]