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.
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
From one size fits all to a segmented approach
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.
High End Achievers
Connect with engaging, non-campaign communications
Engage with inspiring
stories, media and
partnerships that share
a passion for
Engage most tech
savvy community in
Netherlands to test,
evolve and improve 4G
Most interactive runway
Connect with impactful mass media communications
The Voice of Holland
Connect with targeted communications appealing to youngsters
Vodafone Prepaid data bundle
Connect with communications showing entrepreneurial spirit
SME / CORP
Connect with targeted campaigns on decision makers & influencers
Good things to be Always Best Connected
Overall network satisfaction Trend
Good things for an Unmatched CXP
Nr. 3 in ‘The World’s
Best Brands at Customer
Simple & easy to use - Trend
phone & contacts
Good things for Worry Free Usage
Vodafone Roaming Daily bundle
Vodafone Prepaid 1G data bundle
Value for Money - Trend
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.
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
Consistency in tone of voice
people all over the
world to get the
best out of
to ‘just do it’.
The Playful challenger
Vodafone at Gay Pride
“I am your father”
Father’s day Facebook post
If everything was as fast as
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.
Social media results
Amount of FB updates in
Avg. ER in September
Fan growth September ‘13