Vodafone Romania launches new brand positioning campaign

Branding, Creativity

Vodafone Romania launches new brand positioning campaign as part of Vodafone Group’s repositioning, which represents a significant evolution of the brand strategy and visual identity worldwide and is built around the strapline “The future is exciting. Ready?”.

Vodafone repositioning strategy will be implemented as of on 6th of October across all 36 countries in which the brand is present and is designed to underline the operator’s belief that new technologies and digital services will play a positive role in transforming society and enhancing individual quality of life over the years ahead. The new positioning and the new strapline, “The future is exciting. Ready?”, focus on the theme of optimism about the future.

The new visual identity emphasizes more Vodafone’s iconic “speech mark” in the biggest change to one of the most recognizable symbols of Vodafone. The “speech mark” will now appear as the central graphical focus overlaid on all marketing communications activity. The logo will also appear in a new 2D design in place of a 3D approach.

Vodafone Romania’s new brand positioning campaign is developed on all communication channels and touch points, including innovative online formats and digital screens, along the traditional ones, such as TV, print and OOH. The TV commercial is built around the new strapline and presents the history of “Hello”, from the ancient times, to the latest digital and tech instruments that help people stay in touch with each other.

Over its 20 years history in Romania, Vodafone has been not just a provider, but a partner for its customers, putting technology and innovation to their benefit and improving their lives. Now, we take a step further and we uplift our approach of a better life through technology from the perspective of the exciting future, which makes us all optimistic about the new opportunities. The new brand positioning builds on an insight resulted from an extensive research conducted by Vodafone Group, which shows that people are excited about the future, but, at the same time, feel a bit anxious about what’s coming. An insight true for Romanians, too. Our brand’s role is to invite and partner with them on this exciting journey towards the future”, said Laura Barbu, Brand and Marketing Communication Director, Vodafone Romania.

The brand positioning strategy and related advertising campaigns were developed after an extensive quantitative and qualitative research and concept testing in 17 countries including Romania, on nearly 30,000 people.

In order to build the best approach for the new positioning, Vodafone Group commissioned an opinion research among almost 13,000 people in 14 countries to assess the extent to which people are optimistic about their future prospects. The research conducted by YouGov found that people of all ages believe that technology innovation will have the most positive influence on the future over the next 20 years. Also, people aged 18-24 year are the most optimistic about the future: 62% of younger people surveyed believe that living standards will be better in 20 years’ time compared with today. Moreover, respondents in all age groups believe that their own living standards and those of their children will have improved 20 years from now.

The YouGov research was conducted between 18 and 25 September 2017 on people aged 18-55+ living in Australia, the Czech Republic, Germany, Greece, Hungary, India, Ireland, Italy, New Zealand, Portugal, South Africa, Spain, Turkey and the UK.

Vodafone also commissioned the Futerra consultancy company to identify 10 of the top emerging trends that could transform home and working life. Technological developments identified by leading futurologists from five countries included 3D printed components for housing construction,  increase in global power generation capacity with the extension of solar panels from rooftops to windows, walls and even highways, personalized medical interventions such as 3D bio-printing of organs and limbs, new public transportation systems with trains running at up to 966 kph, large-scale water capture projects transforming the lives of 1.2 billion people in water-constrained areas etc.

In Romania, Vodafone brand has built, over its 20 years history, on innovation in technology, services and communication. The operator was the first to provide 3G (2005) and 4G services (2012). Other premieres marked by Vodafone Romania on the local telecommunications market include the first automatic speech recognition service (2014) and the first telecom campaign to use 360° virtual reality content especially produced to show how the jobs of the future might look like.