Post by Marketing Mentor

Vodafone Australia just made its boldest move in years with the indie agency Howatson+Company. This campaign marks Vodafone’s first major brand push after quietly doubling its network coverage to reach 98.5% of Australia’s population. Instead of flexing towers and specs like every other telco, they asked a simpler, more uncomfortable question: why are customers paying for coverage in places they’ll never go? To deliver that message, they brought in US comedian Ali Wong, who wanders the Australian outback, spots an emu, and makes the whole thing land with zero effort. The campaign is a direct jab at Telstra’s “bigger is better” positioning and a signal that Vodafone is done rebuilding quietly. Pay less and get what you actually use. Sounds obvious when someone finally says it out loud. Would you switch telcos for a cheaper plan that covers everywhere you actually go? Brand: Vodafone Head of Brand and Marketing: Lisa Cronin Head of Business Development: Krista Blythe Brand Manager: Laura Mura   Agency: Howatson+Company Chief Executive Officer: Chris Howatson Chief Client Officer: Katherine Chen Business Directors: Louise Brugman, Juliet Loneragan Strategy Director: Katharina Vassar Chief Creative Officer: Gavin Chimes, Richard Shaw Art Director: Jack Close Copywriter: Zak Hawkins Chief Design Officer: Ellena Mills-Stainer Head of Design: Trent Michael Studio Manager: Simon Merrifield Head of Production: Holly Alexander Head of Music and Sound: Shane Vancuylenberg   Production: Caviar Managing Director: Michael Sagol Executive Producer: Tova Dann Producer: Dave Bernstein   Post Production: Heckler Sound Executive Producer: Steven Marolho Producer: Coralie Tapper 2D Animation: Tom Corbett Colourist: Fergus Rotherham VFX Supervisor & Flame Lead: Julian Ford   Photographer: Robby Klein   Media agency: Starcom

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