Vodafone – The Tin Man Gets a Heart: 5 years of Elevating and Celebrating the Vodafone Ireland Network

Vodafone, a telecommunications company, managed to become the clear Bill Pay market leader in Ireland, while maintaining their price premium in a mature and highly competitive market.

Campaign details

Brand: VodafoneAgency: Grey London & Wavemaker

Introduction and Background

MARKET OUTLINE - IRISH MOBILE MARKET REACHES ITS PEAK

  • By the end of 2012, the Irish mobile phone market had peaked – subscriptions exceeded people in the market as penetration reached 119%.

DECLINING REVENUES ACROSS THE MARKET

  • Network offers had become richer and deeper as operators aggressively fought for market share. Revenues were driving downwards, which further fuelled the competitive roundabout.

VODAFONE'S NUMBER ONE MARKET POSITIONING WAS AT RISK

  • Vodafone were number one in the market, but their market share of subscriptions was dropping thanks to...

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