Magazine article Marketing

50 Years of Fame: Brandfame - Vodafone

Magazine article Marketing

50 Years of Fame: Brandfame - Vodafone

Article excerpt

Remarkably for a brand with 55m customers, Vodafone only started signing up mobile users 20 years ago.

While major corporate deals such as the takeovers of Germany's Mannesmann and Japan Telecom have played their part, the brand's emphasis on TV advertising also takes a lot of the credit for this rapid growth.

Right from the start, the medium has been at the heart of Vodafone's marketing strategy both in the UK and abroad. Launching in the UK in 1985, its first campaign included the first mobile phone ad to be carried by ITV.

This emphasis on TV helped the telecoms giant to become the first mobile brand to pick up 10m UK subscribers, in September 2000. TV was also the medium of choice for Vodafone's rebrand in 2000.

The company's marketing fame has been intimately associated with another famous name, David Beckham. He was signed up at the height of his fame in 2002 to front the launch of the brand's first cameraphones and its Vodafone Live! multimedia service.

This campaign was so successful that the handset featured in the ad was even dubbed 'the Beckham phone' by consumers. And after outstanding results in the UK, the ads were also used in the US, Spain and Japan. …

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