Vodafone gives brand the royal treatment in new ‘You Rule’ brand campaign via VMLY&R Sydney

Vodafone and VMLY&R Sydney have today announced a transformation of the Vodafone brand identity, reflecting Vodafone’s ongoing commitment to empower Australian consumers and ensure that customers are at the heart of everything it does.

‘You Rule’ is the bold new visual brand identity that clearly lets Vodafone’s customers know that they are in control of their plans and services.

Vodafone Australia’s general manager of brand, Adam Slattery, said the ‘You Rule’ positioning is a clear representation of a longstanding quest to empower telco customers: “Vodafone has always put its customers at the heart of everything we do. We were the first Australian telco to introduce game changing offerings like no lock-in contracts and a range of endless mobile data plans. Our continued commitment to great customer service has yielded the lowest TIO complaints^ of the big three telcos.

“‘You Rule’ tells our customers, without hesitation, that they are firmly in the driver’s seat when it comes to their Vodafone experience. Everything we do, from the plans we create to the products we sell, is about empowering our customers.”

Vodafone has launched a new advertising campaign to support its ‘You Rule’ brand transformation with five bold characters that show off the ‘You Rule’ personas. From “Majesty of Working From Home” to “King of Connectivity”, these personas bring to life the power they have as a Vodafone customer.

Says Slattery: “Over the years we have developed plans and products that reflect consumers’ changing behaviors and ensure they are empowered to connect how they want. We will continue to challenge the industry with the ‘You Rule’ philosophy, with a series of new value packed offerings launching in the coming months.”

The new ‘You Rule’ advertising went live on Sunday, 2 August. Other elements of the brand transformation will continue to roll out over the coming months across Vodafone’s retail stores, contact centres and offices.

VODAFONE
GM Marketing – Adam Slattery
Head of Brands – Danielle Colbert
Brand Manager – Rianne Shuwer
Marketing Operations – Meredith Ansoul

VMLY&R SYDNEY
Chief Strategy Officer – Alison Tilling
Managing Partner – Josh Peacock
Chief Creative Officer AUNZ – Paul Nagy
Planning Director Sydney – Alice Green
Creative Director – Ross Weythman
Senior Copywriter Creative: Justin Schoenmaker
Senior Creative: Bryce Waters
Creative Operations – Rachel Rider
Senior Account Manager – Cary Plott
Art Director- Rosie Gearside
Copywriter – Tatsuki Kamekawa
Design Director – Elliot Owen
Social Marketing Specialist – August Lantay-Lefkovich

HOGARTH
Director – Damien TooGood
National Content Director – Brendan Thomas
Executive Producer – Tanya Perl
Producer – Nick Simkins
Senior Producer Post-Production – Fiona Patterson
Post Production Supervisor – Michael Messih
Social & Still Producer – Holly Whiteley
VFX Supervisor – Caleb De Leon
Head of Business Partnerships – Rob Odd

Photographer, Stills and Social – Juli Balla (The Kitchen)

WAVEMAKER
Ian Edwards – Managing Director
James Boardman – National Strategy Partner
Emily Cook – Media Lead
James Turner – Planning Senior Manager