Vodafone Group’s Chief Commercial Officer, Alex Froment-Curtil said the UK based conglomerate is celebrating what the human spirit can achieve when combined with technology in a multi-market update to its brand position, that was launched last week.
The new Vodafone tagline is meant 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.
“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,” Froment-Curtil said.
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.
“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,” Froment-Curtil added.
In a report, the company said over the past 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 enhancing connectivity to people and communities alike, embracing communications technology to reduce carbon emissions, and supporting education, health and wellbeing to create a more inclusive and sustainable society.
The ’Together we can’ campaign commenced on April 1, 2020 with a new 60-second commercial, ‘The Irrepressible Girl,’ featuring a young girl posing questions about the world around her, on the role technology can play in curing disease, fighting climate change and addressing digital inclusion.
The commercial, along with a series of stories that will appear in print and digital advertising, will shine a spotlight on Vodafone’s critical role to help answer these questions, from the rollout of 5G, 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 speech mark 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,” the company said adding that Vodafone’s partner markets in Qatar and New Zealand, will also run the campaign.
Vodafone is a leading telecommunications company in Europe and Africa and is the largest mobile and fixed network operator in Europe and a leading global IoT connectivity provider. The telco’s M-Pesa technology platform in Africa enables over 45m people to benefit from access to mobile payments and financial services.
“We operate mobile and fixed networks in 21 countries and partner with mobile networks in 48 more. As of 31 December 2020, we had over 300m mobile customers, more than 27m fixed broadband customers, over 22m TV customers and we connected more than 118m IoT devices,” the London based conglomerate added.
Vodafone is also taking significant steps to reduce impact on the planet by reducing greenhouse gas emissions by 50 percent by 2025 and becoming net zero by 2040, purchasing 100 percent electricity from renewable sources by 2021 in Europe and the rest of the world by 2025, and reusing, reselling or recycling 100 percent its redundant network equipment.