Of British origin, Vodafone was until 2002 the largest cell phone operator in the world. With a large presence in the United Kingdom, Germany, India, Italy, Spain, Turkey, Egypt and the United States, it is in second place in the world ranking, being surpassed by China Mobile.

It entered Portugal in 1998 through Telecel, once bought by itself already in 2001. After 17 years, it is not only known for its innovative solutions, but also for the work done in terms of communication. It is among the brands top of mind of the Portuguese and the TV ads, even before any identification appears, are immediately associated with the brand.

Communication Vodafone

In 2001, the brand launched its first global campaign,"How are you?". The goal was to appeal to the sharing of emotions, to show interest and proximity. Above all, to promote dialogue.

In 2005 there was a complete change in the communication register. The concept has shifted from dialog to time, and "How are you?" has been replaced by "Live in the Moment". The goal was to influence stakeholders and audiences to enjoy the small pleasures, to actually live the moment with the support of Vodafone that provides communication, information and entertainment.

This strategy was a risk that the operator decided to take. Technology means innovation, but seize the moment means open air and enjoyment of feelings. These are two concepts that sometimes seem not to go hand in hand, however, Vodafone has managed to align them.

Currently, "Power to You" is the concept that represents the operator. The message is about seizing opportunities, making the best of them. The brand does not tell customers what to do, on the contrary. Vodafone emphasizes the fact that they have the power in their hands. The world is full of opportunity, and Vodafone is here to help make the most of it.

The brand's big bet is on television ads, where they manage to humanize and communicate the product at the same time:

September 2013

September 2014

August 2016

March 2017

 

Red means passion, energy, excitement, and this is exactly what the consumer feels when engaging with the brand. Vodafone, despite being in the telecommunications industry, betting on people. It is in this sense, that the company's communication does not focus only on the customer, the employees are the other 50% that the brand constantly bets on making happy.

The following video from Universal Fuse  gives you an insight into Vodafone's internal communication transformation process: