Marketing sector news

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1/10/2009
Vodafone is planning to use a different marketing approach in the UK in order to build its brand image and attract younger consumers. The UK market trails the rest of the world for the mobile giant.

Vodafone will be promoting its new web service, Vodafone 360. A new ad campaign will promote its ability to integrate customers' addresses and contacts from their emails to social networking sites such as Facebook.

It will launch at the end of October under the strapline 'Power to you'. Vodafone 360 will also be launched in eight other European countries at the end of October, and will be in all other markets by the end of next year.

Vodafone global brand team David Wheldon, says "It's a real intent to become more human, more warm, more approachable and take away some of the stuffy corporate image that we know particularly gets attached to us in the UK," he says. He added that Vodafone's speech mark logo will stay, but that in certain markets will become more prominent in its use, appearing without the Vodafone brand name written below it.