Cummins&Partners and Vodafone have launched a new integrated campaign that continues to extend their global ‘Power to you’ platform.

It emphasises the streaming trends that have exploded in Australia with the recent launch of a number of new SVOD services.

New Vodafone CMO, Loo Fun Chee, said: “Having invested over $3 billion in network upgrades over the last few years in developing a network built for a streaming generation and with the completion of our 4G+ services in December 2014, the timing was perfect for us.”

She added: “We have a strong brand purpose to provide services that allow us customers to be at their best, both locally and with our unrivalled global network. And that extends from our network to our rapidly-growing entertainment proposition with an exclusive mobile partnership with Stan and Spotify.”

The campaign was developed in conjunction with Vodafone partners Stan, Spotify and Samsung, to coincide with launch of the new Samsung Galaxy 6 and GS Edge handsets.

Cummins&Partners CEO, Chris Jeffares, said: “Working at the cutting edge of mobility is dynamic, with the last 3 months alone creating massive change in industry services and consumer behaviours. This has created fantastic new content and entertainment opportunities for Vodafone customers and we wanted to focus on that.”

Cummins&Partners ECD, Jim Ingram said: “Unbridled self expressions are emotion-rich but are usually confined to the comfort of our couches or lounge rooms. However by showcasing the ability to stream Stan or Spotify via the strength of the new 4G network, we were able to show people reacting to their favourite content at work, in the park and even on a jetty.”

The national campaign was developed by Cummins&Partners, Bohemia and Curious Films and is activating across TV, Cinema, Digital, PR, OOH, In-store, Print, CRM, Social, Search and Partner networks.