Vodafone has announced details of its new ‘own brand’ engagement strategy that’ll be launched across all its companies next year. This follows the company’s decision to end its Formula 1 sponsorship with McLaren.
Its ‘Vodafone Firsts’ marketing strategy will be focussed on special experiences, from individuals achieving something for the first time to international events.
The initial event will take place in London on New Year’s Eve, when Vodafone helps create “the world’s first multi-sensory fireworks display” in partnership with the Mayor of London and food scientists Bompas & Parr. Special effects involving sight, sound, flavours and smells will be combined with the pyrotechnic and lighting display. In addition, there’ll be an iOS and Android augmented reality app available from 30th December.
Barbara Haase, Brand Director for Vodafone Group, said “Firsts represents a radical break with almost a quarter of a century of Vodafone-branded badged sponsorship. The concept is simple: we know that our technology can enable and inspire people to do something amazing for the first time, from making their first call to sharing their first video. Firsts is designed to reflect that sense of empowerment and excitement by using our technology and connectivity to enable a diverse range of people to achieve their remarkable ambitions.”