Vodafone is optimistic about the future as it rebrands

  • Advertising
  • October 6, 2017
  • StopPress Team
Vodafone is optimistic about the future as it rebrands

With Blade Runner 2049 currently in cinemas winning rave reviews, we have yet another vision of the dystopian impact technology will have in the future. As critically acclaimed as the film might be, it’s nothing new to see technology pessimistically cast as the villain in pop culture.

This week, rolling out a global rebrand, Vodafone is adopting a slightly more positive view on what the future might hold.

Alongside an update to its brand strategy and visual identity, the telco has replaced its eight-year-old ‘Power to you’ slogan with ‘The future is exciting. Ready?’.

To announce the change, Vodafone has rolled out a campaign across 36 international markets which tells the evolving story of how the word ‘hello’ has been communicated between people over the decades.

While the broader campaign was developed by WPP agencies MEC, Santo, Brand Union and Kantar, the local version includes a few elements introduced by FCB.

The first words in the ad are ‘kia ora’ and they coincide with a scene of a hongi between a man and woman.

The ad also features a cameo by the lovable porcine protagonist Piggy-Sue, who clearly still has a role to play as the brand moves forward.

Vodafone New Zealand’s consumer director Matt Williams says it was imperative to localise the campaign so that it would resonate with New Zealanders.

While it isn’t unusual for brands to change their slogans every few years, Williams says this strategic shift was important at this stage given the impact technology is set to have in the next few years.

“We are on the cusp of a big shift, and this is something we really want to be part of,” Williams says.

He explains that technology that might seem niche at the moment will quickly have a significant transformative impact on the world in coming years.

This prediction is in line with those made by numerous futurists commenting on the current state of technological progression. Google director of engineering Ray Kurzweil attributes the rapid acceleration of change to the Law of Accelerating Returns, which suggests that technology is advancing at an exponential rate.

“It is not the case that we will experience 100 years of progress in the 21st century,” he wrote in an essay recently quoted in PHD’s book Merge, “rather, we will witness on the order of twenty thousand years of progress.”

What this means, according to the authors of the book, is that exponential growth will see advancements over the next 20 years multiply so quickly that they will dwarf the developments of the entire 20th century.

In this sense, Vodafone’s rebrand is something of an anticipatory move. It’s an attempt by the organisation to stay in tune with the changing world.

Williams says you just need to look back over the last 25 years to see how quickly things are changing.

“When I grew up there was no such thing as a smartphone, and now my kids are growing up in a completely connected world. For them, it’s just natural.”

He expects things to change even more rapidly over the next five to ten years, in ways that are difficult to imagine today.

Beyond the ad and new look, Williams says the importance of technology has become a major internal focus for the telco.

By way of example, he points to job ads that now call on young graduates to apply “for a job that doesn’t yet exist”.

The point here is that those within the organisation should be thinking about where the world is moving and contribute toward getting the telco there.

As part of this tech push, Williams says Vodafone will be making an announcement in coming weeks about two or three innovation projects that the company is helping to bring to life.

Here’s to hoping that the optimism that underpins these projects helps to steer us away from a future that sees Ryan Gosling running around as a troubled replicant

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

features

TVNZ-NZ Marketing Awards 2017: Karma Cola puts money where mouths are

Ethics may not be something traditionally associated with the soda industry, but for Karma Cola, creating good looking, great tasting, do-gooding drinks is at the ...

Sponsored content

Linkage analysis: data's hidden stories

Ipsos' Leo Cremonezl and Jonathan Dodd talk transforming your customer data into real financial and business benefits.

topics
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...
voices
features

TVNZ-NZ Marketing Awards 2017: Lion's journey to reignite the beer market

Faced with a market in free-fall, a decade of declining beer volumes and an iconic brand fast losing relevance, Lion was in need of creating ...

'It's like crack cocaine': Effies international judge Chris Baker on the harmfulness of short-term thinking

  • Advertising
  • October 16, 2017
  • Erin McKenzie
'It's like crack cocaine': Effies international judge Chris Baker on the harmfulness of short-term thinking

The industry will this week again be raising a glass to the most effective advertising in the country at the Effie Awards. But this year, the event takes place in slightly more inhospitable conditions, with many questioning what marketing success even means anymore. Is it about ROI? Is it about long-term or short-term results? And if it is about long-term results, then why do we have awards events every year? This year’s international judge Chris Baker answers the big questions swirling around the Effies.

Read more
news

Exit Interview: Paul Gardiner, Bauer

Former Bauer commercial director Paul Gardiner sits down for a final chat with StopPress before his move across the Tasman.

Sage advice from a departed legend

  • Q&A
  • October 13, 2017
  • StopPress Team
Sage advice from a departed legend

For 50 years, John MacDonald, a winner of the TVNZ Marketing Hall of Famer, worked in marketing. Earlier this year he spoke to NZ Marketing about his time in the industry and now, following his passing, we revisit that interview and find some timeless advice.

Read more

Carat New Zealand picks up local L’Oréal account—UPDATED

  • Advertising
  • October 13, 2017
  • StopPress Team
Carat New Zealand picks up local L’Oréal account—UPDATED

Carat Auckland has won the work of beauty giant, L’Oréal for the New Zealand market, while Carat Australia has retained the media planning responsibilities for the brand across the ditch following a trans-Tasman competitive pitch process. Update: comments from L’Oréal and FCB.

Read more

MDS students throw a creative punch for Cure Kids

  • Advertising
  • October 12, 2017
  • StopPress Team
MDS students throw a creative punch for Cure Kids

A series of sturdy fighters, preparing for the fight ahead, stoically stare at the camera while slipping coins into their gloves in this year's spot promoting the annual Les Mills Fight Night, which raises funds for Cure Kids NZ.

Read more
features

TVNZ-NZ Marketing Awards 2017: Kiwibank breaks the ice to win Financial and Banking Award

New Zealanders’ reluctance to talk about their finances is a challenge for banks looking to have meaningful conversations with would-be new customers, so Kiwibank decided ...

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit