One of the oldest principles of marketing is that sellers may sell features, but buyers essentially buy benefits. This is a distinction sometimes lost on technology led organisations, and the service sector is no exception. Recent experience of the UK’s largest telecommunications company, Vodafone Airtouch, illustrates how crucial it is to see service offers in terms of the benefits they bring to customers. The company was aware of extensive research which had found high levels of confusion among purchasers of mobile phones, with a seemingly infinite permutation of features and prices. With four main networks to choose from, dozens of tariffs and hundreds of handsets, it easy to see why buyers sought means of simplifying their buying
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Vodafone recognised that it needed to be perceived as adding value to a consumer’s lifestyle?. Given the increasing complexity of product features, positioning on technical features was likely to make life more confusing for personal customers. An alternative approach was needed which focused on image and lifestyle benefits.
The company decided to hire Identica – the consultancy that originally created the One 2 One brand – to revamp its brand communications and advertising strategy in an effort to make Vodafone more appealing to personal customers. Identica created a new ‘visual language’ for the Vodafone brand. Vodafone became involved in the biggest ever TV, press, poster and radio advertising campaign in its 15 year history. Employing a completely new style, the new advertising centred around the theme: 'You are now truly mobile. Let the world come to you' and featured a new end-line - Vodafone YOU ARE HERE. The campaign demonstrated how Vodafone's products and services were designed to make life easier for its customers.
The campaign, created by BMP DDB, was worth £20 million over two months alone and ran for the whole year. Bringing meaning to the Vodafone brand and what it represented, a series of advertisements, through a range of