Vodafone woos old customers with 'bold' rebrand

Vodafone woos old customers with 'bold' rebrand
SHARE
THIS



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.

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

Please login with linkedin to comment

Latest News

Don’t Lose The Motivation! Four Tips To Staying On Top When Building A Business
  • Opinion

Don’t Lose The Motivation! Four Tips To Staying On Top When Building A Business

Alan Manly (pictured below) is the founder and CEO of Group Colleges Australia and author of the books The Unlikely Entrepreneur and When There Are Too Many Lawyers There Is No Justice. In his latest B&T post, Manly offers his tips for keeping the motivation up when starting any new venture… The thrill of establishing a startup is […]

Opinion

by B&T Magazine

B&T Magazine
Advertising: From Creativity To A Commodity
  • Advertising
  • Opinion

Advertising: From Creativity To A Commodity

In his latest post, B&T’s favourite industry veteran and rabble rouser, Robert Strohfeldt, argues many agencies these days are overthinking and over-cooking the whole creative thing when, in reality, it need not be that difficult… Recently I wrote a withering criticism of a young planner who was critical of the past – nothing wrong with that in […]

Opinion

by B&T Magazine

B&T Magazine
Initiative Perth Bolster Senior Leadership Team
  • Media

Initiative Perth Bolster Senior Leadership Team

Initiative Perth has expanded its senior management team with appointments to lead the recently won Lotterywest portfolio, as well as a new head of digital. The appointments follow major account wins by Initiative Perth that underpin the agency’s most successful year in the WA market. Vikki Stacy has been appointed to lead the Lotterywest account, […]

OMD Loses Another Managing Director
  • Advertising
  • Media

OMD Loses Another Managing Director

OMD's lost yet another MD. And by that, B&T means she's left the building; not alone in a darkened forest somewhere.

by B&T Magazine

B&T Magazine
Redengine SCC Taps Duncan Shields As Creative Director
  • Media

Redengine SCC Taps Duncan Shields As Creative Director

Continuing to bolster the senior ranks of its creative team, full-service creative agency Redengine SCC has appointed Duncan Shields as creative director. Previous to this role, Shields has held senior creative positions at Y&R Group, M&C Saatchi S&E and DDB in Australia as well as RMG/JWT in London. He played an instrumental role in launching […]

Visit Victoria Pitches Creative Account
  • Advertising

Visit Victoria Pitches Creative Account

Keen on snaring the Visit Victoria creative account? Well, best find your hat & the appropriate ring to throw it into.

by B&T Magazine

B&T Magazine
Publicis.Sapient Appoints Aussie MD
  • Marketing
  • Technology

Publicis.Sapient Appoints Aussie MD

Publicis.Sapient announces new MD who apparently didn't arrive on horseback holding Neptune's three-pronged trident.