CLIENT
Vodafone
Rachael Crawley, Brand Manager
Niall Reynolds, Senior Brand Manager
Eimear Fitzmaurice, Planning & Insights Senior Manager
Eimear Fitzmaurice, Head of Brand
AGENCY
Laura Kelly, Business Director
Laura Halpin, Copywriter
Louise Smith, Account Director
Eimear Fitzmaurice, Strategy Director
Rafael Ferla, Art Director
Eimear Fitzmaurice, Strategic Planner
Eimear Fitzmaurice, Account Manager
Eimear Fitzmaurice, Account Manager
Eimear Fitzmaurice, Account Director
Eimear Fitzmaurice, Broadcast Director
Michael Cullen , Broadcast Producer
Carat ire
Carolyn Odgers, Business Director
Darragh Buckley, Senior Account Manager
Sarah McNicolas, Senior Account Manager
SUMMARY
64% of Vodafone’s base was over 55, made up of premium, sticky customers. As a brand, it could not be all things to all people but an ageing base is one at risk. Vodafone created and launched Vodafone X, it’s ‘youth' proposition. Designed solely for Under 25’s, marketing played a critical role in driving growth amongst an entirely new base who rejected the parent brand.This insightful and targeted approach was highly effective, unlocking an entirely new avenue of growth for the business, even as marketing spend decreased over time.
