Brand owner: Vodafone
Lead agency: Wavemaker Romania
Contributing agencies: McCann Romania
Industries: Telephone & internet services
Media channels: Mobile & apps, Social media
Budget: Up to 500k
Market background and objectives
In Romania, Vodafone is engaged in a pitched battle with competitors to have the best perceived network performance. It is a battle of escalating budgets where Vodafone has a key advantage: it is perceived as more innovative than the competition. This perception is critical for business results. And it has become even more critical as Vodafone was planning to reposition towards the idea of 'Ready?' (meaning that the brand invited people to the future).
Although Vodafone is perceived as the most innovative telco overall, it is not perceived this way by young people. The data shows that it is second to its main competitor Orange in innovation for 14- to 20-year-olds. This weakness is reflected in poor scores on most attributes from young people, so much that it has become the least recommended network by this demographic.