Vodafone CU Open

Reposition Vodafone CU as the exploration partner for every youth. We needed to empower youth to think beyond the obvious, to reach their goals, search for originality by challenging stereotypes, and to express and evolve themselves with meaningful experiences that shape their lives.

Our insight for youth was: ‘I want to explore myself and the world around me, broaden my horizons and take control of my life’. Vodafone CU’s new payoff is: Open – A new inclusive philosophy that inspires and motivates youth.

The new payoff conveys different expressions, aspects and values of Openness, like an open mind, open heart, open innovation, open horizons, and more. The motivating power of Open is that it proposes a no-label philosophy and is a source of inspiration and motivation without being patronizing. It promotes diversity, inclusiveness and equality to the youth audience. The message is tech-based, simple and inspiring: The more you connect and open up, the more you discover.

The campaign followed a 360-degree approach across different media and leveraged the digital and social media environments where the target audience lives. The first phase of launch focused on raising brand awareness for the new payoff and establishing CU Open under the new positioning. During the second phase, the objective was to explain the Open culture and ecosystem through real life stories.

The campaign consistently delivered robust performance above benchmarks and across KPIs, including 22 million impressions through digital channels, 500k organic views on YouTube, and impressive efficiency premiums.