Vodafone - Old Rules Are Gone
One of the key strategies Vodafone bought into when they launched in New Zealand was to not act like a telco. To do the opposite of their competitor - hell we even avoided showing mobile phones in our messaging.
One of the key strategies Vodafone bought into when they launched in New Zealand was to not act like a telco. To do the opposite of their competitor - hell we even avoided showing mobile phones in our messaging.
Telecom was the establishment and we needed to get people excited about the new player in town. There was a standard way of doing things and the rules needed to be broken.
