TIN MAN RALLIES THE NATION’S NETWORKS TO LAUNCH NEW BRAND POSITIONING FOR VODAFONE

Earlier this month Vodafone launched a new brand platform, drawing on its 40-year history of connecting people to reposition itself as the Nation’s Network. The challenge for us? Bring the platform to life in a meaningful way for earned media.

As a nation, we are all part of lots of networks - the communities that we spend our time, emotion and energy on but despite being so connected to our own networks, the ones that make up the nation at large are unknown.

So we decided to take a peek into the groups of the nation to lift the lid on the networks that make it, in a way that only Vodafone can do. 

We uncovered the hidden and unheralded networks that make up who we are and, via research, the behaviours and habits that bind us together, allowing us to connect emotionally with consumers and embed Vodafone as the Nation’s Network in their hearts and minds.

Brought to life with a key visual moment for media, creating the UK’s biggest photo booth specially designed to capture the nation’s networks (with an AI twist) and launched by Vodafone ambassador Roman Kemp, that delivered epic profile and group shots for our most interesting communities. We partnered with photographer to the stars Samir Hussein to capture the images inside the booth and invited down the likes of The Oxford University Taylor Swift Society to the Ancient & Honourable Guild of Town Criers to deliver an epic shot for media and drive talkability and buzz.

All supported with insight from Professor of Evolutionary Psychology, Robin Dunbar, to do a deep dive into our evolving ways of communicating and lifting the lid on the online communities and groups which make up our nation’s networks.