Vodafone has unveiled “Together we can” as a new global brand positioning that “celebrates what the human spirit can achieve when combined with technology” on classic and digital billboards across Ireland.
The telecom company is positioning beyond mobile telephony as a broader technology business. Planned by Carat and PML, the OOH encompasses 48 Sheets, 96 Sheets, Digipoles and the mega 240 Sheet in Ranelagh.
The portfolio posters created by Folk Wunderman Thompson feature innovations including remote healthcare and working hubs, renewable energy and an over 70s smartphone helpline. One standout achievement is the Diabetes Drone developed in partnership with NUI Galway – pioneering the world’s first ‘beyond visual line of sight’ (BVLOS) delivery of two diabetic drugs, insulin and glucagon to Inis Mór, the largest of the Aran islands.
Head of Consumer Brand at Vodafone, Orla Nagle said:
“Together We Can places the emphasis on ‘we’, and how collaboration between the human spirit and innovation can achieve great things. The experience of the last 12 months during the Covid-19 crisis has demonstrated more than ever the critical role of connectivity and technology in keeping society, businesses and governments connected. Vodafone fundamentally believes that technology can improve lives, and this new positioning builds further momentum to our purpose to connect for a better future and enable an inclusive, sustainable digital society.”
Vodafone said the new brand positioning was “inspired by consumer research” that showed the role of technology in people’s lives “has evolved from something that simply excites people on a personal level, to something that plays a more meaningful role in the world at large, in particular, on issues such as sustainability and societal development”. The research showed the growing importance of sustainability for consumers in their brand preferences – with nearly eight in 10 people “indicating that it was key for them”.