AdNews’ Rosie Baker says Vodafone will adopt local media and use its data to target customers in specific areas inviting them to small local events where the brand can be face-to-face with customers.
Activations launched towards the end of 2013 were the Lightning Fast Man - a super-hero character who challenges Vodafone customers to beat the 4G speed test LINK and the Sweet Network Tour – essentially a Mr Whippy-style ice cream van that drives around an area handing out free ice cream to Vodafone customers, Baker reports.
Vodafone CMO Kim Clarke told AdNews the brand would be doing more experiential than it has in the past this year.
“It will be in areas where we know our network has gone through incredible transformation and we have a good sized customer base. It's based around thanking customers who have stayed with us and helping them understand the network they now have,” says Clarke.
Baker says Vodafone will also use social media to drive awareness of the experiential activity to a wider audience, and that further initiatives will roll out this year.