Project Description

A Vodafone strategy campaign challenge

Vodafone strategy campaign

“Brilliant viewing figures and engagement – plus some great comments. These stories were told in an exciting way for viewers and those who took part.”

Internal Communications Manager, Vodafone

The challenge

We were challenged to take an existing Group-led brand and strategy – The Red Line – and position it for the company’s 12,000 Customer Service employees. The brief also asked us to make sure this Vodafone strategy campaign and branding would sit as an umbrella across a number of campaigns encompassing various UK and Group-wide communication objectives. These included training and development, customer complaints processes and customer service targets.

Vodafone strategy campaign
Vodafone strategy campaign

The solution

Firstly, we needed to evolve the Group’s existing visual branding for The Red Line for our strategy campaign. We kept a strong focus on the key black and red colours, but created a new identity for call centre agents.

Employees nominated themselves or a colleague if they’d gone the extra mile for a customer, with each winner telling their story in Big Brother-style diary room interviews.

Each winner was also treated to a day out in London, including a stay together in a top hotel, and a chance to meet the Vodafone Exec Team.

The results

The video gathered momentum as soon as it appeared on the company intranet, receiving more than 750 views and nearly 40 comments within the first ten days. There were more than 200 shares, and comments from global teams included: “Perfect service!”, “Excellent work,”, “A great message delivered,” and “This video is amazing, it really shows the We Care attitude.”

Following this kick-off Vodafone strategy campaign, we worked with various Communications Team members to create a series of campaigns in The Red Line style. Our Red Line empowerment experience sat under the same identity, and aimed to give agents more knowledge and confidence to tackle customer problems through a series of training sessions and interactive activities. After this campaign, customer complaints dropped from 23% in October 2016 to a low of 15%.

We later created animations and office collateral for a further ‘Voice of The Red Line’ Vodafone strategy campaign to promote a brand-new employee feedback channel.