Vodafone is launching a social media-led global brand engagement programme designed to show how mobile phones and connected technology helps people achieve “remarkable things”.
The Vodafone Firsts campaign aims to inspire people to do things they never thought possible by telling stories of achievement from around the world. It marks a shift in Vodafone's global brand activity away from high profile sponsorships such as Formula 1, towards brand engagement activity.
In Australia Vodafone stepped back from its sports sponsorship activity around racing and cricket in 2012 to focus on its network and customer service efforts.
The first phase of the campaign features stories including how Vodafone is helping musician Spoek Mathambo connect with tribal communities in South Africa to create a unique track via the cloud and Olympic medalist Mary Kom set up a self defense school for women in India. It also includes an app and SMS service built by Vodafone that will offer women there advice on how to protect themselves.
The global telco brand will tell a new story of an innovative endeavour from around the world every two weeks and wants to encourage people to come forward with their own tales. It has created a dedicated website Firsts.com to tell the stories and share content throughout the ongoing campaign.
It launched in London on Tuesday (14 January) and will run globally, with country specific activity running alongside the core global communications.
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