How Vodafone Ireland used emotion over the long-term to build brand value and resist commodification

Vodafone Ireland, a telecommunications company, used emotion over the long term to build brand value and resist commodification.

Campaign details

Brand: VodafoneAdvertiser: Vodafone IrelandAgency: Grey London; Wavemaker Dublin

Introduction

This is story is about Vodafone, the brand leader of the mobile telecommunications market in Ireland. It starts in 2012 and spans the period of communication between 2013 and the end of 2016.

In 2012 the market in Ireland was beyond saturation point. An increasingly crowded market spawned intense competition, which in turn led brands into a promotion-driven spiral, forcing them to offer more and more for less and less. Little by little, margin and value were being stripped out of the market.

This...

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