Vodafone: Nothing Brings You Closer
We created an epic TV ad to reflect the level of excitement and versatility that Vodafone Ireland’s new product, TV Play, provides. The idea ‘nothing brings you closer’ reflects how premium entertainment acts as a point of human connectivity.
The Challenge
As Ireland’s no. 1 provider of fixed Mobile contracts, and the third largest Broadband provider, Vodafone Ireland is now entering a category that is new to them, as they launch their premium TV offering – Vodafone TV Play. The aim of this campaign is to jolt people out of their existing perceptions and associations of the brand. Vodafone TV Play is the all-in-one smart TV box for a new era in home entertainment. It enables the whole family to access a personalised entertainment experience, and will become the premium entertainment hub of choice at the centre of Irish homes. Vodafone needed to rebrand their capabilities, as well as cut through in an already crowded market.
Our Response
Our approach is geared towards category disruption and building credibility in a new space for Vodafone. The campaign ran across TV, OOH, Radio and Digital and explores the truth that a powerful entertainment experience brings people together. In our hero TV Ad we see the familiar family battle for the remote play out in epic fashion, before finally resolving on a TV series everyone can agree – demonstrating the breadth of Vodafone’s offering.
We considered the behaviours and challenges involved in establishing a best-in-class entertainment offering – from the effective use of master-brand associations to identifying highly motivating consumer needs. The activity is still live and receiving praise across the industry.
Vodafone TV Play is a game changer, an innovation-led design to redefine home entertainment and bring customer experience to the next level. Our desire was to deliver a campaign that matches the quality of the product itself. Grey’s expertise, creativity, and dedication aligned perfectly with our vision and the level of craft and quality in the campaign has blown us away. I am excited for customers to experience this new entertainment platform with a fantastic range of TV and broadband bundles that give real value savings.
Orla Nagle, Head of Brand, Vodafone Ireland
The launch of Vodafone TV Play is a huge moment for the brand, landing them a player in the crowded home entertainment space. To do this with credibility we needed to show up with the same level of cinematic gravitas that audiences expect from their entertainment, but with a twist - the humanity and connection that sits at the heart of the brand’s DNA. We dramatised how Vodafone TV Play’s amazing content, sound and picture can bring everyone together, even a family squabbling over the remote on family movie night. Huge thanks to Tom Green and Stink films for doing all the above with aplomb.
David Wigglesworth, ECD, Grey London
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Vodafone TV Play
In a saturated climate, Grey created an epic TV ad that reflected the level of excitement and versatility that Vodafone Ireland’s new product TV Play provides. The idea ‘nothing brings you closer’ reflects how premium entertainment acts as a point of human connectivity.
