Traditionally, Vodafone has relied on global sponsorships as a brand engagement strategy. It is now shifting its focus to engage consumers through social media. The Vodafone Firsts campaign aims to interact with the company’s 400 million-strong customer base by reminding them about the power of technology. It will be kickstarted on New Year’s Eve and launched across all Vodafone markets next year.
The start to Vodafone Firsts promises to be unique and quite spectacular. On the cards is a multi-sensory fireworks display in collaboration with food scientists Bompas & Parr, and the Mayor of London. Attendees will not only be able to see the display but also smell and taste it! Those who cannot make it can enjoy the fireworks through an augmented reality smartphone app that the company will launch very soon.
The social media-led campaign will put the spotlight on people who have achieved something remarkable using Vodafone’s technology. ‘Personal Firsts’, ‘local Firsts’ and ‘global Firsts’ will document the first attempts of people to do something great. These include a famous sportswoman helping vulnerable women around the world, a well-known musician trying to create a recording from sounds arriving from remote locations, and a ‘revolutionary’ way of conducting an orchestra.
Vodafone brand director Barbara Haase said that the campaign marked a departure from the brand’s sponsorship-led focus. She said that their technology was a great enabler, inspiring people to try and do something for the first time, whether it is sharing their first video or making their first call. Vodafone Firsts reflects the sense of excitement and empowerment people feel when leveraging the company’s technology to achieve their ambitions.
