“Together We Can’ places the emphasis on ‘we’, and how collaboration between the human spirit and innovation can achieve great things,” says Alex Froment-Curtil, Group Chief Commercial Officer, Vodafone. “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.”
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 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 1nd April 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 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.
About Vodafone Group
Vodafone is a leading telecommunications company in Europe and Africa. Our purpose is to connect for a better future and our expertise and scale gives us a unique opportunity to drive positive change for society. Our networks keep family, friends, businesses and governments connected and we play a vital role in keeping economies running and the functioning of critical sectors like education and healthcare.
Vodafone is the largest mobile and fixed network operator in Europe and a leading global IoT connectivity provider. Our 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.
We value and respect all individuals irrespective of race, ethnicity, disability, age, sexual orientation, gender identity, belief, background, culture or religion. Our commitment to diversity and inclusion is core to our Purpose and in our work on empowering women and society at large and improving access to education and digital skills.
Vodafone is also taking significant steps to reduce our impact on our planet by reducing our greenhouse gas emissions by 50% by 2025 and becoming net zero by 2040, purchasing 100% of our electricity from renewable sources by 2021 in Europe and the rest of the world by 2025, and reusing, reselling or recycling 100% of our redundant network equipment.
For more information, please visit www.vodafone.com, follow us on Twitter at @VodafoneGroup or connect with us on LinkedIn at www.linkedin.com/company/vodafone.
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