Vodafone pushes the big red button on double coverage in new brand campaign via Thinkerbell

Today Vodafone has officially doubled its network coverage around Australia, boosting its mobile reach to more than 1,000,000 square kilometres of coverage to bring competition and choice back to the bush. This moment has inspired the new creative work developed with Thinkerbell.

The work playfully depicts the moment Vodafone’s double coverage is activated. The audience is taken on a journey to different locations around the country where they observe the moment Vodafone’s broader coverage network comes into effect.

The spot was directed by Ariel Martin, produced by Scoundrel and is set to Patrick Hernandez’s 1979 disco hit ‘Born to be Alive’.

Says Paul Swann, chief creative tinker at Thinkerbell: “Vodafone activating double coverage is a big deal, we needed to create something that communicated the scale of this change – a big red button seemed like a pretty good place to start. This has been a particularly fun project to apply our measured magic to,  and we can’t wait to see it out in the world.”

Says Lisa Cronin, head of brand, Vodafone: “This campaign celebrates huge news for Australia by  offering a playful and imaginative glimpse into the moment our enhanced coverage transforms connectivity for Australians. It’s a testament to our commitment to delivering better, more reliable service, no matter where you are in the country.”

Says Phillippa Netolicky, general manager at Thinkerbell: “At Thinkerbell, we’re passionate about creating work that captures the imagination and delivers real impact. We’ve been working closely with TPG Telecom for several years, and we were delighted to bring our creativity to this project for Vodafone.”

The campaign will roll out across TV, cinema, online video and will be supported by OOH, radio and social.

Agency: Thinkerbell
Client: Vodafone
Production: Scoundrel
Director: Ariel Martin
Post Production: ARC
Sound: Electric Sheep Music
Media agency: Starcom