Friday, 24 January 2014 00:31

Vodafone changes tack with advertising

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Vodafone is ramping up experiential brand marketing this year as part of its efforts to convince customers it has improved its network and services by showing people – not just telling them, according to a report by advertising industry publication, AdNews.

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.

“A large part of our marketing in the first half of this year is about how we show, not tell, people about the improvements [to Vodafone]. Lightning Fast Man is about showing people the speed of our network not just telling them. It's a move away from just advertising and marketing communications and taking to the streets to show what changes we've made.”

“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.

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Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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