Digital

The Tuesday Club 16 Vodafone Rebrand

Finalist
2023 Digital Campaigns
Credits
  • Pou Auaha / Creative Director
    Nick Worthington
  • Ngā Kaimahi / Team Members
    Billy Worthington, Dave Brady, Matt Oak, Nigel Sutton, Jen Storey, Rob Linkhorn, Anna Higgins, Katie Murray, Georgia Mahaffie
  • Kaitautoko / Contributors
    Susannah Winger, Andrew Stone, Matty Burton, Laura Davies, Henry Curchod, Jonathan Kneebone, Michael Ritchie, Pip Smart, Jasmin Helliar, Mark Foster, Max Horn, Rob Marsh, Luke Crethar, Jon Baxter
  • Client
    One NZ
Description:

In 2020, the management of Vodafone New Zealand, the country's biggest mobile network, decided to buy the company back from its global owners and rebrand as a New Zealand company, run by New Zealanders for New Zealanders.

The company needed a new name, a new brand, and a new story.

From eight letters to three.

The new name was taken from the last three letters of Vodafone. Keeping those three letters recognised Vodafone NZ’s whakapapa but also represents a new beginning as One NZ. A company that unites New Zealand as one, with one agenda - to put New Zealanders first.

To announce the biggest change to NZ’s No.1 mobile provider, we used the smallest bit of real estate - The masthead with the carrier's name at the top left of every mobile phone screen – A previously unused media space.

The chatter caused by the changing masthead of every Vodafone phone allowed us to connect with over half the population of NZ, turning the devices in their pockets into mini-mobile billboards.