Vodafone turns to ‘kidults’ to relaunch its brand
A week after unveiling ‘the New Vodafone’ the telco has released a new television commercial built around the idea of reengaging consumers through connecting with their inner child.
The ‘Discover the new’ campaign, created by Ogilvy Sydney, features digitally created ‘kidult’ characters who according to the brand “are adults who embrace their inner child.”
Jana Kotatko, general manager brand and communications at Vodafone, said the campaign was built around the idea of reconnecting with consumers after a number of troubled years, which have seen the brand lose 1.5 million customers since 2011.
I found it creepy. It’s an uncanny valley type feeling.
I don’t think they’re ready to rebrand they need to do more to educate about
their network getting fixed. It will be vodafail for at least another 3 years.
I agree BIlly C – I also found it pretty creepy and weird. Not a fan.
A lot of Facebook posts last night about how creepy this ad is. Yes, people are talking, but I’m not sure if it’s about the actual product.
They have no choice but to try and move on. I reckon both their strategy and execution are spot on. Hard job!
Love it. So glad there are marketers willing to do interesting work that warrants discussion. It’s brave and it about time the brand did something brave. Bravo Vodafone. Long way to go to fix this brand but I look forward to seeing what’s next
It would have been less creepy had they just used children, instead of adults with children’s faces *shivers*.
I’m sure they could have then tied in the ‘Kidults’ message later in the ad, but otherwise crappy work by a big ad agency which reinforces the idea that Australain advertising is crap!
Ads like this are meant to connect at an emotive level. The music is to disjointed. The editing is to edited. But worst the talent isnt endearing. Seeing very young girls dressed as adults is never a good look.
I think the insight by the way – is wonderful (rediscover life)
I love it. It’s bold, good to see voda picking up their game and taking a risk. That bloody song is going to get stuck in my head…apologies in advance colleagues!
https://www.youtube.com/watch?v=GCaABBeRtUw
Direct rip off?
Very creepy. I was so enthralled with the creepiness I couldn’t even work out what he ad was for – partner had to tell me.
Not convinced that this would make me come back – I was one of the 1.5 m customers that Vodfail lost and this creepy piece doesnt scratch the surface, doesnt excite me into believing that their network can actually deliver..
Vodfail….its an F
I liked the overall message but the children’s faces on the adults bodies was just too creepy. Agree with Disco Stu that just using actual children would have been less weird.
Dear oh dear, all those people, all that ca$h and no one thought to audit or even consider the psychological impact of the concept???
This creative will directly taunt and irritate current Vodafone customers, a cohort of people already deprived of empowerment in the Telstra / Optus environ, and most of whom are already ‘on the edge’ due to an ordinary, over-exaggerated network of inferior (comparatively infantile) data speeds.
The unbelievable statement above “We can see from what our customers are saying in sentiment they are happy customers.” beggars belief … one only needs half an hour on the Vodafone Australia facebook Page to see the exact opposite is true, let alone from any actual sentiment study being done.
Telcos don’t centralise child-like characters for good reason, and this is the last thing in the world that should have made it to the table. I literally cannot believe this.
The greatest challenge for a child psychologically is that of Autonomy vs Shame. As the VF network continues to struggle to meet requirements, customers will only find their anger subconsciously fuelled by these Ads as they recall themselves symbolised as a ‘communicatively challenged’, juvenile, concrete-operational archetype.
Once again an unoriginal rip-off of someone else’s creativity (https://www.youtube.com/watch?v=GCaABBeRtUw) is forced through, with all common sense, planning competency and brand thinking somehow ignored completely.
Watch as creepiness turns to resentment turns to an even greater mass exodus.
I think the ad is fabulous and will generate a lot of positive interest for them. Well done!
4G. Gross, ghastly grovelling garbage.
Awful new ad with the Kidaults!!!! If I wasn’t already a Vodafone customer I certainly would not buy the product because of the appalling Ad!!!
Fabulous “feel good” ad. Could watch and listen to it over and over. Good one Vodafone!