Vodafone is looking to woo back lost customers in Australia with a “bold” new campaign and refreshed brand identity saying “Pleased to meet you. Again”.
Australia will be the first market to see the new brand identity as part of a major new campaign being rolled out by the telco globally, with its first comprehensive campaign undertaken by the telco since the #Vodafail furore just over 18-months ago.
Since then the brand has run a series of service ads, promoting upgrades to its network as it looks to put the service issues behind it.
The international redesign has been handled by The Design Agency, and sees the Vodafone “tetris” replaced with “a flexible rhombus shape that anchors to the Vodafone roundel”.
Ogilvy Sydney has worked with the brand locally to create a campaign they describe as “brave, bold – and holds yet a few surprises in store”.
Chief marketing officer Kim Clarke said: “This is a bold campaign that doesn’t shy away from asking ex-customers – many of them now not feeling quite at home with our competitors – to reconsider Vodafone.
“We are light years away from where our brand was sitting a few years ago and we can feel it internally, we hear it from our customers who have noticed the improvements we’ve made to our network and customer services.
“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. These are the values we hold true as a company and reflect those of our customers, who look at the world with fresh eyes. We want to attract their attention and to discover the new Vodafone.”
The new campaign will also see a refresh to the logo, stores and catalogue and will feature outdoor and TV commercials over several months.
A new TVC will be launched in the coming weeks, according to the telco.
Bohemia has handeldd strategic channel planning, Ikon the media buy and DT Sydney has developed a new online portal for the brand lunching on September 15, as well as digital collateral.
Last week the company intrioduced the Red plan allowing infinite texts and calls on postpaid plans, and new roaming options. See the intro video below by Ogilvy Sydney.