Vodafone is renewing its brand positioning in all the countries where it is present with a new slogan: ‘Together We can’.
Vodafone’s new positioning, which is supported by a communications campaign focused on TV commercials, print, and digital advertising, focuses on the message that the union between technology and society is key to creating a better future.
“In ‘Together We Can’ the emphasis is on the “we” and how collaboration between the human spirit and innovation can achieve great things,” says Cristina Barbosa, brand director of Vodafone in a statement. “The experience over this past year with the COVID crisis has shown us better than ever the important role that connectivity and technology play in keeping society, businesses, and governments connected. As a purpose-driven company, Vodafone is fully confident that technology can improve people’s lives and this new positioning creates further momentum in our purpose to connect to create a better future and enable an inclusive and sustainable digital society.”
Vodafone’s new positioning has been inspired by market research conducted by the company, which has shown that technology is transforming people’s lives. The findings show that technology has gone from being something people simply like to play a much more far-reaching role around the world, specifically making a difference in issues such as sustainability and social development.
Over the past year, for example, sustainability has become a crucial influencer of brand preference, with nearly 8 out of 10 respondents indicating that it was a key issue for them. Over the coming months, Vodafone’s ‘Together We Can’ message will be put into action by rolling out Gigabit networks that improve the connectivity of people and communities, embracing communication technologies to reduce carbon emissions, and supporting education, healthcare, and wellbeing to create a more inclusive and sustainable society.
The campaign has kicked off last Sunday with a TV spot called “The Unstoppable Girl”, in which a young girl raises questions about the world around her and the role technology can play in curing diseases, fighting climate change, and digital inclusion. The ad, along with a series of stories that will appear in print and digital advertising, will put the spotlight on Vodafone’s role in answering those questions, from the rollout of 5G, Gigabit networks and bringing connectivity to the most remote areas of the world, to the role of the DreamLab app in the fight against cancer and COVID-19.
The campaign will mark the unveiling of a refreshed brand identity with the iconic Vodafone ‘quotation mark’ logo and the typical red color that identifies it. The program is being launched in 30 countries including some countries. The creative work for the “Together We Can” campaign has been carried out by London-based agency New Commercial Arts and the TV ad has been directed by Tom Green, responsible for several award-winning TV series in the UK such as Misfits and Blackout. Media buying is handled by Carat.