Vodafone Eva Ruiz Brand Pioneers November 7 2013


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Vodafone Eva Ruiz Brand Pioneers November 7 2013

  1. 1. and differentiation ategy Vodafone NL Ruiz November 7th, 2013 d Pioneers
  2. 2. Why are we here?
  3. 3. We believe in the power of connectivity. We want people to benefit from being connected to the people and things that matter to them. We believe connectivity can drive positive change. We want to be the network that delivers that.
  4. 4. Brand promise – Back to the core Our customer base is our most valuable asset Our customers come first. So we say: We are here to help you. We are here to innovate for you. We are here to enable, inspire and empower you. Power to you
  5. 5. Connected brand
  6. 6. From sending to listening
  7. 7. From one size fits all to a segmented approach How? Overall brand perception - Trend A new Brand organization built around our customer segments and not based on disciplines or business lines We take a targeted approach in our communications. Following customer segments on campaign topics, creatives and media. 7
  8. 8. High End Achievers Connect with engaging, non-campaign communications Vodafone Firestarters Engage with inspiring stories, media and events through partnerships that share a passion for innovation through mobile technology. FastForward / Tweakers cooperation Engage most tech savvy community in Netherlands to test, evolve and improve 4G network. AFW Most interactive runway show ever. 8
  9. 9. Connected Mainstream Connect with impactful mass media communications Vodafone Red The Voice of Holland Vodafone 4G 9
  10. 10. Digital Enthusiasts Connect with targeted communications appealing to youngsters Vodafone Prepaid data bundle ID&T Sponsorship 10
  11. 11. SoHo Connect with communications showing entrepreneurial spirit 11
  12. 12. SME / CORP Connect with targeted campaigns on decision makers & influencers 12
  13. 13. The network that brings you good things
  14. 14. Good things to be Always Best Connected 201 2 201 4 Launch Fast Forwar d Networ k maps + Accoun t Manag erportal Auction Double speeds RED + 4G Networ k Crew #FastForward program #FF website 4G Overall network satisfaction Trend
  15. 15. Good things for an Unmatched CXP Nr. 3 in ‘The World’s Best Brands at Customer Care on Twitter Visibility Smartphone Crew Simple & easy to use - Trend Service campaign promoting solutions to protect your phone & contacts
  16. 16. Good things for Worry Free Usage Vodafone Roaming Daily bundle Vodafone Prepaid 1G data bundle Value for Money - Trend Vodafone Red
  17. 17. Differentiation in Comms: In Media In Tonality In Social
  18. 18. Media approach vs competition Our competition follows a traditional ‘Sweet spot’ media strategy: Campaign peak of 1,5 / 2 months with ATL media including TV, radio, OOH & print Vodafone NL Media Strategy: “Always on” with Year Programs like #FastForward, Roaming, Advantages construct, Transactional communications, Social Media, Branded Platforms and big ATL peaks, ensuring high and continuous visibility. HI KPN TELFORT T-MOBILE VODAFONE 18
  19. 19. Consistency by using properties Typical Dutch family (father – son) by KPN Well-known Dutch rapper by T-Mobile Ex-millionaire family by Telfort Three (young) friends by Hi 19
  20. 20. Consistency in tone of voice Nike encourages people all over the world to get the best out of themselves – to ‘just do it’. 20
  21. 21. The Playful challenger Vodafone at Gay Pride “I am your father” Father’s day Facebook post If everything was as fast as Vodafone 4G 21
  22. 22. Social media approach To truly connect with our customers on social media, our goal is not only to have the fastest growing population. We also want the most engaged fan base. 22
  23. 23. Social media results Amount of FB updates in Sept. Avg. ER in September Fan growth September ‘13 18000 16000 14000 12000 10000 8000 6000 4000 2000 0 Vodafone Hi KPN T-Mobile 23
  24. 24. What’s next?