Vodafone, the Cell Phone Carrier, Repositions Itself to be a Communications & Technology Platform
Client/Agency: Vodafone/Media Team OMD
Campaign: HD TV Launch: Context Everywhere
Campaign objective: Vodafone, one of the largest mobile phone providers in Europe, sought to reposition itself as the leading “all-in-one” supplier of consumer home connectivity and HDTV entertainment.
Contextual Strategy: With a new suite of products to release, Vodafone is using all four of Vibrant’s contextual products – Vibrant In-Text, Vibrant Display, Vibrant Bar and Vibrant Image – to deliver a German Media First “Context Everywhere” strategy. To help with repositioning, the brand owns the word “HDTV” wherever it appears within tech, entertainment and men’s lifestyle content.
Creative Execution: Each contextual product is leveraged differently to achieve overall campaign objectives: Vibrant In-Text features a humorous video that demonstrates Vodafone’s commitment to innovation; Vibrant Display targets entertainment content to encourage people to switch to Vodafone; Vibrant Ad Bar features search functionality to drive consumers to its HDTV website to learn more; Vibrant Image appears on relevant entertainment images to further align Vodafone with high def and entertainment.
More in Media
Publisher execs talk AI licensing deals, new applications for AI in latest earnings calls
Publicly-traded media companies touted new deals with generative AI tech companies and other new applications for the technology in their Q1 2024 earnings calls.
Transparency shift: CMOs navigate new norms in agency profit models
Many CMOs seem to be okay with their agencies finding new ways to increase margins, as long as the process is transparent, or at least openly acknowledges a lack of transparency.
Media Briefing: Publishers’ Q1 earnings show promise, but also room for improvement
Publishers’ Q1 earnings show some promise in the digital ad market.