Vodafone: Sealed with a kiss

This case study describes how Vodafone, the mobile network provider, launched a new phone tariff in Europe to increase its revenue per user by talking about the emotional connection people have with their phone.

Vodafone: Sealed with a kiss

Campaign details

Client: VodafoneBrand: VodafoneAgency: Grey LondonCategory: IT/TelcoCountry: United Kingdom

People adore their phones, but there is little love lost between customers and their network providers. Minutes, texts and tariffs are confusing commodities. People have a promiscuous attitude to networks, choosing the cheapest and the category lacks loyalty. Vodafone wanted to launch Vodafone RED globally- a tariff that provided unlimited talk and text. It was their highest premium tariff ever, but this was during Europe's worst recession in living memory. Failure was a distinct possibility. The...

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