Business | SUNBIZ

Vodafone: Together We Can

“The experience of these last 12 months during the COVID-19 crisis has demonstrated more than ever the critical role of connectivity and technol­ogy to keeping society, businesses and govern­ments connected.
02 Apr 2021 13:37
Vodafone: Together We Can

Together We Can.

The Vodafone new tagline unveiled yesterday by the Vodafone Fiji chief marketing officer Rajnesh Prasad at the Vodafone Fiji headquarters in Tamavua.

Mr Prasad says, with the new global tagline it marks Vodafone’s celebration of what the human spirit can achieve together when combined with technology. He highlighted that over the course of Vodafone’s history as a brand, it has evolved with time and advancement in technology to keep rel­evant to the changing needs of customers.

“This day marks yet another significant mile­stone in Vodafone’s illustrious journey as a mo­bile telco brand that began with the first mobile call made in the UK on 1st January 1985 – some 35 years ago,” said Mr Prasad.

In Fiji, Vodafone commenced operations in 1994.

“The word Vodafone as a brand has been short­ened for – “VO” for voice, “DA” for data and “FONE” off course stands the phone.

“So, Vodafone essentially stands for the trans­mission of voice and data over a mobile phone.

“Conceived over three and half decades ago, little did we know that mobile phones would be­come such a dominant and inseparable part of our lives today. In fact, with COVID 19 pandemic, connectivity through mobile technology has possibly been the ultimate saviour and a lifeline for the world keeping people employed as they worked from home and also keeping them social­ly engaged through the various online platforms whilst being in physical lockdowns.

“Can you imagine the world as it is today with­out mobile technology and connectivity?”, asked Mr. Prasad

Vodafone Fiji’s history

“Would we be able to sustain the impact of glob­al pandemic like we have done without technol­ogy?

Over the course of Vodafone’s history, the brand has evolved with time and advancement in tech­nology to keep relevant with the changing con­sumer needs.

“Vodafone began its operation with its first tag­line “How are You” and later to “Make the Most of Now”, “Power to you” and the last being “The Future is Exciting, Ready?”

Multi-market brand refresh

“Vodafone today celebrates what the human spirit can achieve together when combined with technology.

“In a multi-market brand refresh, Vodafone Fiji today joins Vodafone Global in announcing its new brand positioning in keeping with a purpose of the brand on how it interacts with its custom­ers.

“The brand refresher along with a 12-month pro­gramme of television, print and digital advertis­ing is to demonstrate Vodafone’s profound belief that the partnership between technology and so­ciety when working in unison can build a better future for the world.”

The new tagline places the emphasis on ‘we’, and how collaboration between the human spirit and innovation can achieve great things.

“The experience of these last 12 months during the COVID-19 crisis has demonstrated more than ever the critical role of connectivity and technol­ogy to keeping society, businesses and govern­ments connected.

“As a purpose-led company, Vodafone funda­mentally believes that technology can improve lives, and this new positioning builds further momentum to our purpose to connect for a better future and enable an inclusive, sustainable digital society.

“Vodafone’s new brand position is inspired by consumer research carried out by the company which revealed that the role of technology is pro­foundly transforming in people’s lives.

“Findings identified how technology has evolved from something that simply excites peo­ple on a personal level, to playing a more mean­ingful part in the world at large, in particular, in making a difference on issues such as sustain­ability and societal development.

“For example, over the last year sustainabil­ity has increased in importance and in terms of trust requirements for consumers in their brand preferences, with nearly eight in 10 people indi­cating that it was key for them.

“Over the coming months, the new tagline will be further set in motion by the company’s deploy­ment of gigabit networks enhancing connectiv­ity to people and communities alike, embracing communications technology to reduce carbon emissions, and supporting education, health and wellbeing to create a more inclusive and sustain­able society.”

Feedback: maraia.vula@fijisun.com.fj



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