VODAFONE has embarked on an initiative geared at updating its brand position by celebrating the achievements recorded in the partnership between technology and society.
Through the initiative launched last week, the company will introduce a new Vodafone tagline ‘Together We Can’ to accompany its new position, along with a 12-month programme of television, print and digital advertising demonstrating Vodafone’s profound belief that the partnership between technology and society can build a better future.
Vodafone Group Chief Commercial Officer Alex Froment-Curtil said ‘Together We Can’ places the emphasis on ‘we’, and how collaboration between the human spirit and innovation could achieve great things.
“The experience of these last 12 months during the Covid-19 crisis has demonstrated more than ever the critical role of connectivity and technology to keeping society, businesses and governments connected. “As a purpose-led company, Vodafone fundamentally believes that technology can improve lives, and this new positioning builds further momentum to our purpose to connect for a better future and enable an inclusive, sustainable digital society,” the CCO said in a statement.
Vodafone’s new brand position is inspired by consumer research carried out by the company which revealed that the role of technology is profoundly transforming in people’s lives. Findings identified how technology has evolved from something that simply excites people on a personal level, to playing a more meaningful part in the world at large, in particular, in making a difference on issues such as sustainability and societal development.
For example, over the last year sustainability has increased in importance and in terms of trust requirements for consumers in their brand preferences, with nearly eight in 10 people indicating that it was key for them. Over the coming months, Vodafone’s Together We Can message will be further set in motion by the company’s deployment of gigabit networks and connectivity to the most remote parts of the world.
The campaign will mark the introduction of a refreshed brand identity with Vodafone’s iconic Speechmark logo and red colour scheme.
The programme will run in 30 markets, including Germany, Spain, the UK, Italy, Romania, Greece, Ireland, Hungary, Albania, the Netherlands (via Vodafone-Ziggo), Portugal, Czech Republic, Turkey, Australia, South Africa, Ghana, Democratic Republic of the Congo, Tanzania, Lesotho and Mozambique. Vodafone’s partner markets, including Qatar and New Zealand, will also run the campaign.