International Marketing Study Program 2007
Vodafone, London
15th January 2007
From our London base in Kensington, we travelled 1 ½ hours by bus to visit the international headquarters of Vodafone at Newbury. The Vodafone complex was impressive in both its size and design, being reminiscent of a modern university campus.
Gaynor Edwards, Marketing Communications Manager, presented a lively and interactive discussion of Vodafone’s vision and brand strategy. Vodafone aims to be “the mobile communications leader in an increasingly connected world”. While the brand personality can be summarised as “Red, rock-solid and restless”. We were privileged to see some of Vodafone’s new creative designs that will be used to promote its services over the next few months. This was combined with a discussion of the company’s advertising strategy, whereby Vodafone is taking a bold and unique approach in order to cut through the clutter of the mobile industry. Gaynor also shared with us a new and inspirational campaign for internal marketing of the Vodafone brand.
Clare Jones-Leake Sponsorship Manager then spoke to the group about Vodafone and sponsorship, primarily focusing on the recent innovation for Vodafone UK – “Vodafone TBA”. Vodafone Live Music TBA was a first and a risky venture for the company, however it paid off for Vodafone and performed exceptionally well for the brand. TBA 2006 was a series of six live concerts performed by artists such as The Pussycat Dolls, The Killers and Snow Patrol. One week before the concert, Vodafone customers were notified that a TBA concert would be held in their city, featuring one of the above artists, the actual space where the concert would be held however was not released until hours before the event. The events generated large amounts of PR for Vodafone and the feedback from artists was so positive that Vodafone already has artists wanting to be involved in TBA 2007.
It is through innovative concepts and world firsts that Vodafone continue to cement themselves as a leading telecommunications company and a preferred band among its target market. With any luck, wehope to see Vodafone Australia pick up the TBA concept from Vodafone UK and see it used in Australia.
Overall the visit to Vodafone provided the group with insights and specific information through Gaynor and Clare’s presentations about their marketing and communications strategies. We were also delighted by their eagerness to hear from us as communications consumers which all led to a thoroughly entertaining and informative visit.
Thanks Vodafone
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