After four years of it’s campaign “How are you?” Vodafone is to make a change to its marketing and brand campaign. The new campaign is to be headlined “Power to You”. Chief executive Vittorio Colao said “it is not the brand talking any more and telling the customer what to do…it is the customer who will decide, I am trying to steer the whole company in this direction”. Vodafone is due to launch a new suite of services to capitalise on the popularity of the mobile internet. Vodafone, one of the best loves brands with 315m customers is to aim its marketing of phones such as iPhone and Blackberry’s, where usage typically increases by 700%. The new initiative will take on Apple’s “app store” directly with customers being able to buy applications via content providers. Vodafone spends almost £600m a year on their advertising campaign. The new brand campaign will run for the next six weeks. Vodafone’s present sponsorship deal with the England cricket team is due to expire leaving only the Forumula One McLaren Mercedes team.
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