Tag: Vodafone

Vodafone protests the telco industry in multimillion dollar brand relaunch

Vodafone protests the telco industry in multimillion dollar brand relaunch

Vodafone is kicking off a multimillion dollar brand relaunch campaign to promote its new simpler tariffs, reposition the brand and break free of the complexity that the telco industry has bred into the market.

The campaign, set to launch today (Sunday 23 August) introduces the #BigLittleProtest concept and sees Vodafone hold a protest against common customer frustrations around telco tariffs and data use.

It addresses common customer gripes but instead of giant placards, protesters hold up tiny SIM cards with slogans including “Let me globally roam not groan”.

The campaign follows the introduction of new plans and functions including tariffs designed to simplify what customers pay for international calls and adds free local calls and texts as standard. It also comes as Vodafone says it is finally growing its customer numbers after several years of back sliding as customers switched to Telstra and Optus.

Vodafone CMO Loo Fun Chee who joined the network in January from Phillipines telco Globe Telecom to replace Kim Clarke, says the campaign is about getting ‘cut through’ in a market that has been built around complexity and confusion for consumers. It was compounded by Telstra’s monopolistic and “extreme” dominance in the market, she said, that meant for years there was no need for any innovation because it could “dictate pricing”, which lead to tariffs and industry standards they weren’t in the customer’s best interest.

“But I came from an emerging market and it’s incredible the speed in which we were providing value for the customer and every player was innovating. There is inertia in Australian consumers, even if they’re unhappy with their operator, they won’t switch just based on price, so we need to change the conversation and talk about what you’re buying into with Vodafone. It’s not about price; it’s about committing that we will give you a simple plan,” she said.

“The question is about how to make customers listen, we’ve got to get cut through… the way that we’ve approached it is to say ‘how do we bring awareness that customers shouldn’t be living in this kind of environment [of complex tariffs, restricted data use]’?

“Coming from another market it’s strange to see that we still have things like peak and off-peak but that’s what the industry has been giving people all this time. What we’ve done is say that it’s time for Australians to really stand up to all of this. We’ve been part of that but we’re now listening and taking steps to stand up for customers.”

The campaign was created by Cummins&Partners which was appointed to handle the creative account in November and launched its Sydney shop to service the account.

It was filmed over two days in Brisbane with much of the script ad-libbed and based on what genuine customers have told Vodafone about what frustrates them about mobile tariffs.

As well as the main protest, the ad also includes cutaways to different characters such as a businessman, bohemians, documentary makers, who espouse their reasons for protesting, as well as featuring the Australian police, who back the peaceful protest

“Earth hour was invented by Australians. The Australian idea of a protest is to sit in the dark for an hour, so the Big Little Protest is protesting the Australian way. Unlike most angry, confrontational protests, the Australian tone and manner is about equality and having a fair go. The tone is more relaxed and tongue in cheek. That’s the creative approach,” explained Chee.

Chee told AdNews ahead of the campaign launch that Vodafone wanted to take a step back and address what its global ‘Power to you’ slogan really meant to an Australian audience and try to break free of the typical product based ads that look the same from every network with something that differentiates.

Big Little Protest is the first brand positioning campaign since the controversial Kidults brand campaign that launched two years ago to encourage people to rethink Vodafone, but was eventually dropped after becoming one of the most complained about ads last year. She told AdNews earlier this year that first she would focus on product marketing, and follow with branding.

Speaking about Kidults, Chee said: “We didn’t start off to be controversial with that ad, but I think we spent a lot of time this time thinking about what Power To You means to different groups. We really need a cut through and we wanted to go back to ‘Who are the Australian consumers? What is the tonality that resonates with them?’ We wanted to say that the industry is doing things this way – we need to find another way.”

Chee said that the brand and agency didn’t approach the campaign as a TV-led campaign, but from a content perspective adding that there are reams of footage that will be used to create additional online and digital content for social channels.

The ad will run across TV, radio, social, digital, online and outdoor and Vodafone says it is “experimenting” with its media mix. It is investing in content to target multicultural audiences with bespoke content to target Chinese and Indian communities in Australia using channels such as WeChat.

By AdNews


Read More
Cummins&Partners win Home Timber & Hardware account

Cummins&Partners win Home Timber & Hardware account

Cummins&Partners has won the Home Timber & Hardware account following a competitive pitch with the agency set to provide integrated strategic and creative services for the retail brand.

Chris Jeffares, Cummins&Partners managing director, said: ““We are thrilled to be appointed, and this caps off a fantastic year for the agency. Home Timber & Hardware has a wonderful history in the category and we are looking forward to working with them.”

The win follows on from the agency picking up the Vodafone account and announcing official plans to open an office in Sydney.

Home Timber and Hardware national marketing manager Kevin Lillie said: “We are excited to have Cummins&Partners as our new creative agency partner, and look forward to developing innovative creative for the brand.

“Importantly, we are looking forward to further differentiating Home Timber & Hardware from the competition and demonstrating our compelling offer for Tradies and home renovators alike.”

Cummins&Partners commence work on the account immediately.

The agency’s clients include Specsavers, Dulux, Jeep and Tupperware.

By Mumbrella.


Read More
Vodafone appoints Cummins&Partners as new creative agency

Vodafone appoints Cummins&Partners as new creative agency

Following a competitive pitch process Vodafone today announced it has signed a four-year contract with one of Australia’s leading creative agencies, Cummins&Partners.

Vodafone says Cummins&Partners will have full strategic and creative scope across all communications channels.

“We are confident that Cummins&Partners will deliver a strong, differentiated and enduring creative platform for Vodafone’s brand in Australia,” said newly appointed General Manager of Brand, Nilanjan Sarkar.

“This is an exciting time for the Vodafone brand in Australia following several years where our focus has very much been leveraging the $3 billion we have invested in our network. With the brand’s turnaround journey almost complete, we are now able to focus more on our strengths as a brand and what sets us apart from our competitors.”

Vodafone says Cummins&Partners won the pitch due to the clarity with which its team demonstrated a deep understanding of the brand’s strategic direction, supported by a strong creative idea and innovative go-to-market approach.

“Cummins&Partners impressed us with their ability to deliver a strategic, creative idea that can be executed in an engaging way,” said Sarkar. “Most importantly, there’s a great synergy evident between our two teams. We look forward to working together.”

Cummins&Partners Managing Director Chris Jeffares said “We are incredibly excited to be working with a world-class brand such as Vodafone. We had great fun pitching for the business, which is always a good sign.”

“It is a fascinating time of change in the telecommunications industry – globally and locally – and we look forward to delivering communications solutions that inspire action and drive behavioural change,” said Jeffares.

Cummins&Partners will begin working with Vodafone on January 5, 2014.


Read More
Cummins&Partners confirms Sydney office; lures Kimberly Bartkowski from New York as digital CD

Cummins&Partners confirms Sydney office; lures Kimberly Bartkowski from New York as digital CD

Cummins&Partners will launch a new Sydney office in January 2015, having been appointed as Vodafone’s new creative agency after an extensive competitive pitch.Set to launch on 5.1.15, the agency has also confirmed its first major hire in New York native, Kimberly Bartkowski (pictured left with Sean Cummins), who will take on a newly created national role as digital creative director in Sydney. Bartkowski is a proven digital thought leader on a global scale, having set up and led the DIGITAS North America mobile practice as group creative director. Whilst at Digitas she led the global work for Delta and AMEX and helped win the $90 million dollar Comcast account.
Bartkowski then left Digitas for group creative director roles at Arnold and then Publicis Kaplan Thaler, helping them develop their digital chops. Says Chris Jeffares, managing director, Cummins&Partners: “We are stoked to have Kim join us, as the competition for elite digital talent is fierce – especially in mobile. She is a true modern creative and is a fantastic team builder, both of which are essential to our growth plans.  Kim’s skills will be instrumental in helping us develop action orientated communications that drive behaviour change. “As we’re a proudly independent and entrepreneurial business, her deep experience in start-ups will really help drive that start-up innovation and energy. It’s a great match.”Bartkowski is passionate about the next generation of talent and works with students at the School of Visual Arts as an advisor and speaker on the Designer as Entrepreneur master’s program and author on user-centered design. Says Bartkowski: “Mobile is fundamentally changing the way we connect, so it’s incredibly exciting to be working with Cummins&Partners and Vodafone on shaping the future of mobile and digital culture.”I believe that ideas need to be engaging and interactive … both mentally and physically. Put something out there that’s thought provoking and people will respond and participate. That’s why brand experiences are a richer way to touch people. This really aligned with the C&P approach and agency model. I’m looking forward to creating some magic and having fun in Sydney.”

By Campaign Brief.


Read More
ADMA announces the grand judging panel for ADMA’s new AC&E Awards for 2014

ADMA announces the grand judging panel for ADMA’s new AC&E Awards for 2014

The Association for Data-driven Marketing and Advertising (ADMA) has today announced that a distinguished group of marketing and advertising leaders will serve as judges on the grand panel of the new Australian Creativity and Effectiveness Awards (AC&E Awards), Australia’s first awards program to reward campaigns that are both creative and effective.The judging panel for the 2014 AC&E Awards comprises:

·       John Preston, Founder and CEO, Match Media
·       Steve Coll, Executive Creative Director, Droga5
·       Chris Jeffares, Managing Director, cummins&partners
·       Paul Middleditch, Director, Plaza Films
·       Matt McGrath, Chief Brand Officer, Network TEN
·       Nick Baker, Chief Marketing Officer, Tourism Australia
·       Arno Lenior, Chief Marketing Officer, Samsung
·       John Broome, Marketing Director Australia/New Zealand, Kellogg Australia.

Says Jodie Sangster, ADMA CEO: “We have drawn on the best creative, strategic, marketing and media minds in the industry to assemble our grand judging panel for ADMA’s new AC&E Awards. I look forward to seeing which campaigns they feel exemplify the optimum balance of creativity and effectiveness in 2014.”The eight grand panel judges will oversee 32 judges who will assess the best campaigns across 30 categories this year.

Says Coll: “I’m delighted to be asked to sit on the grand judging panel this year. The AC&E Awards recognise that the future of marketing and advertising must resonate on the creative level to spark a call to action, but also deliver results. I will be looking for exceptional creativity that surprises, delights and engages, but also demonstrates the creative approaches taken were truly effective.”

Says McGrath: “From the brand perspective I do love the funny, poignant and creative work that we all discuss around the water cooler. But sometimes people forget just what a creative ad was selling and that’s wasted effort. Ultimately a campaign must also deliver dollars to a brand and so I will be looking to reward the best creative works that deliver that essential return on investment.”


Read More