Vodafone AU

Vodafone is one of the most recognisable brands on the planet. But global recognition doesn’t automatically translate to local relevance. In Australia’s increasingly crowded market, Vodafone needed to be both.

 

The challenge was respecting the global brand while creating relevance for Australians that had been lost. The strategic answer was to localise without diluting.

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In Australia, Vodafone had long been the challenger brand to Telstra. With network expansion on the horizon, that wasn’t going to change. We focused on that challenger mindset, and what that meant for the next evolution of the business and brand. As Australians respond to brands that are like them - direct, unpretentious, a little irreverent - we built a personality around ‘Australian Spirit’, using the energy and attitude of the culture as the lens through which everything would be expressed. A global brand, with its feet planted firmly in Australia.

 

The full brand strategy was built to meet customer needs and drive the brand thinking internally – delivering real value over the telco industry’s habit of stacking benefits customers never use. 
The brand comes to life through visual and verbal identity built to express the personality and genuinely connect with customers across Australia. To embed it, we ran large hybrid onboarding sessions with teams across marketing, CX, digital and with partners.

 

Since completion, Vodafone has maintained its momentum, continuing to win Canstar Blue’s Outstanding Value Award for Phone on A plan five years running, and was named the Best rated Phone on A Plan provider for 2025. Global. Australian. Relevant.