Vodafone: Curated inconsistency – how being inconsistent helped Vodafone Ireland reboot its broadband business

Vodafone, a telco brand, increased sales revenue for its broadband in Ireland by enlisting Dermot Bannon, a famous architect, as an ambassador for a series of TV commercials.

Campaign details

Brand: VodafoneAdvertiser: VodafoneEntrant: Grey LondonCategory: Single MarketPrincipal authors: Thomas Bunnell, Grey London; Matthew Gladstone, Grey LondonContributing authors: Mike Nicholson, Grey London

Summary

We might assume that an established creative approach that has brought dominance in one category will be equally effective in an adjacent one.

But this paper demonstrates how deliberately jettisoning successful campaign ideas can shake consumers out of 'propositional fatigue' so that they better engage with new-news.

We show how the momentum created by such 'curated-inconsistency' can smash targets for brand awareness and consideration, drive...

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