1. and differentiation
ategy Vodafone NL
Ruiz November 7th, 2013
d Pioneers

2. Why are we here?

3. We believe in the power of connectivity.
We want people to benefit from being connected to the people and
things that matter to them.
We believe connectivity can drive positive change.
We want to be the network that delivers that.

4. Brand promise – Back to the core
Our customer base is our most valuable asset
Our customers come first. So we say:
We are here to help you.
We are here to innovate for you.
We are here to enable, inspire and empower you.
Power to you

5. Connected brand

6. From sending to listening

7. From one size fits all to a segmented approach
How?
Overall brand perception - Trend
A new Brand organization built around our customer
segments and not based on disciplines or business lines
We take a targeted approach in our communications.
Following customer segments on campaign topics,
creatives and media.
7

8. High End Achievers
Connect with engaging, non-campaign communications
Vodafone Firestarters
Engage with inspiring
stories, media and
events through
partnerships that share
a passion for
innovation through
mobile technology.
FastForward /
Tweakers cooperation
Engage most tech
savvy community in
Netherlands to test,
evolve and improve 4G
network.
AFW
Most interactive runway
show ever.
8

9. Connected Mainstream
Connect with impactful mass media communications
Vodafone Red
The Voice of Holland
Vodafone 4G
9

10. Digital Enthusiasts
Connect with targeted communications appealing to youngsters
Vodafone Prepaid data bundle
ID&T Sponsorship
10

11. SoHo
Connect with communications showing entrepreneurial spirit
11

12. SME / CORP
Connect with targeted campaigns on decision makers & influencers
12

13. The network
that brings you
good things

14. Good things to be Always Best Connected
201
2
201
4
Launch
Fast
Forwar
d
Networ
k maps
+
Accoun
t
Manag
erportal
Auction
Double
speeds
RED +
4G
Networ
k Crew
#FastForward program
#FF
website
4G
Overall network satisfaction Trend

15. Good things for an Unmatched CXP
Nr. 3 in ‘The World’s
Best Brands at Customer
Care
on Twitter
Visibility Smartphone
Crew
Simple & easy to use - Trend
Service campaign
promoting
solutions to
protect your
phone & contacts

16. Good things for Worry Free Usage
Vodafone Roaming Daily bundle
Vodafone Prepaid 1G data bundle
Value for Money - Trend
Vodafone Red

17. Differentiation in
Comms:
In Media
In Tonality
In Social

18. Media approach vs competition
Our competition follows a traditional ‘Sweet spot’ media strategy:
Campaign peak of 1,5 / 2 months with ATL media including TV, radio, OOH & print
Vodafone NL Media Strategy: “Always on” with Year Programs like #FastForward, Roaming,
Advantages construct, Transactional communications, Social Media, Branded Platforms and
big ATL peaks, ensuring high and continuous visibility.
HI
KPN
TELFORT
T-MOBILE
VODAFONE
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19. Consistency by using properties
Typical Dutch family (father – son) by KPN
Well-known Dutch rapper by T-Mobile
Ex-millionaire family by Telfort
Three (young) friends by
Hi
19

20. Consistency in tone of voice
Nike encourages
people all over the
world to get the
best out of
themselves –
to ‘just do it’.
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21. The Playful challenger
Vodafone at Gay Pride
“I am your father”
Father’s day Facebook post
If everything was as fast as
Vodafone 4G
21

22. Social media approach
To truly connect with our customers on social media, our goal is not only to have the fastest
growing population. We also want the most engaged fan base.
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23. Social media results
Amount of FB updates in
Sept.
Avg. ER in September
Fan growth September ‘13
18000
16000
14000
12000
10000
8000
6000
4000
2000
0
Vodafone
Hi
KPN
T-Mobile
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24. What’s next?