Vodafone was starting to struggle in New Zealand. They were losing the price war to upstart 2°, and Telecom beat them to the punch on smartphones with their Smartphone Network campaign. We relaunched the brand focusing on the customer with the ‘Do Your Thing Better’ campaign. Rather then simply sell phones and let people wander aimlessly once they had them, we gave people a reason to want a smartphone – it would help them do what they already loved, only better. We aggregated useful content from things from fishing, to travel, to gaming and gave people useful apps to help them do those things better. Customers were happy to have guidance in doing things that mattered to them, and Vodafone was happy to have customers purchasing Data plans. Vodafone once again stood for something. This was all presented by our frontman James Rolleston, the much loved star from the Kiwi classic film ‘Boy’.
This was a large integrated campaign, I lead the Digital Art Direction. This involved shooting video and stills of all digital content, building the site itself, and looked after all in-store work. Since the website was aimed at getting people content on their phones, we created a responsive design that worked like a native app when viewed on mobile.