In advance of Vodafone’s 4G service launch in London, Grand Visual and RKCR/Y&R produced a tactical burst which ran on hundreds of Digital Out of Home screens across the capital for one day. A two week launch campaign followed announcing the arrival of 4G and free Sky Sports Mobile or free Spotify music streaming for customers adopting the new plan.
A range of executions ran featuring Vodafone’s brand ambassador Yoda and promoting the ultrafast 4G service backed with the strapline “Power to You”. The campaign also marked the Out of Home debut for Vodafone’s new visual brand identity, Power of Red, from The Brand Union and digital consultancy Digit. The identity focuses on a flexible rhombus shape that anchors to the Vodafone roundel.