Earlier this year, Vodafone changed creative direction with the introduction of an adorable porcine character named Piggy Sue, whose heartfelt story relayed the point that 'life's better together'.
Now, the red telco has built on the positioning with a new ad that shows the value of mobile technology in keeping people connected through a brief story about a grandfather playing a game of chess with his grandson.
Everybody loves a message from grandpa...Posted by Vodafone New Zealand on Tuesday, 22 September 2015
"Today, more and more kiwis are enjoying smart devices but many of them know they aren't using them to their full potential," says Vodafone's head of brand and consumer communications Liz Wilson. "That’s why Vodafone have Ninjas – trained masters of tech. Found in-store and online, they’re ready to help with all those curly tech questions or simple tips so customers can get the most out of their technology. After all, life’s better connected."
Although there are no piglets in the new spot, the over-arching 'life's better together' positioning is still clearly represented in the new ads.
Speaking during the launch of the Piggy Sue ad, Vodafone's head of business brands and comms Nileema Allerston made the point that Vodafone was veering away from marketing technological advances, focusing instead on what the technology enables.
"... the device manufacturers can tell you what the technology does, because they're making those devices," Allerston said. "The technology is incidental to what is happening. It's very powerful to see that Keith can do everything possible on the Vodafone network to find out who owns the pig. But actually, the power of connecting is the universal human truth we're trying to bring to life."
The 'life's better together' platform has also been reflected in the 'Digi-Parenting' initiative, which focuses on ensuring that Kiwi youngsters enjoy a safe online experience.
"With Piggy Sue, we wanted to connect from north to south, and in this one we want to connect all families simply and safely," said Vodafone's head of brand and insights Bart De Beucker at the launch of the programme.
Client contacts: Matt Williams, Bart de Buecker, Liz Wilson
Exec. Regional creative director: James mok
Creative team: Matt Williams & Freddie Coltart
Head of content: Pip Mayne
Producer: Rebecca Richardson
Account service: Fleur head, Karla fisher, Emma Woods
Production co: Robbers Dog
Director: Ben Quinn
Producer: Mark Foster
Dop: Jon Toon
Offline editor/company: Sam Brunette
Sound studio: The Coopers of Franklin Road
Engineer: Jon Cooper
Original music / library: Piggy sue
Composer/arranger: Peter van der Fluit
Producer: Sarah Yetton