Telco announces ‘The new Vodafone’
Telco Vodafone has launched an outdoor advertising campaign to relaunch it’s troubled brand to consumers and reintroduce a ‘new Vodafone’.
The campaign comes off the back of a 18-month effort which has seen telco investing heavily in its network in an attempt to address issues with its reputation for poor reliability.
“Vodafone’s brand has always been different from its competitors – it’s fun, irreverent and fresh,” said chief marketing officer Kim Clarke.
As Mumbrella reported last week, the brand launched its Vodafone Red postpaid and SIM-only products with an online ‘Meet red’ campaign focusing on its ‘infinite’ offering and also taking aim at rivals Telstra and Optus, by promoting Vodafone’s Australian call centre, located in “sunny Tasmania”.
Surely they had to say “We’ve sorted our network out” more overtly?
Crazy. Roy Morgan survey released over the weekend on Customer Satisfaction with Telco’s shows Vodafone in last place and STILL declining. In fact after stabilising a little a year ago in the last 12 months the customer satisfaction has dropped to its worst ever result. This campaign smells of desperation of trying to overcome a real issue (customer experience) with a lovely marketing message. It can only hurt them.
I will never go back to them. They were great for 10 years and then when it went bad they told me and family members that it was our phones that were the problem again and again. Over and over again it was our fault. They apologised for the slow service but they never apologised for the misinformation.
Brand Identity similar to Telstra?
Voda works fine for me. Was crap for quite a while there but my 4G throughput smashes all my mates so im the one laughing now. Sooner or later people will clue on i reckon, if not, more for me!!!