Vodafone approached our team to help them understand the possibilities for their retail business. They specifically asked us to develop a five-year strategic plan, describing the role Vodafone might play in the retail space of the future.
Vodafone had already successfully launched their new positioning ‘Power to you’ – supported by Vodafone’s global strategy team. We analysed the strategy and made our recommendations for change to ‘Power of me’.
The Vodafone name was made up by connecting two thoughts — Voice and Data — to a ‘fone.’ We considered the ‘fone’ was ready for an upgrade and recommended shifting the brand name to ‘Voda’, moving them beyond merely selling phones. What if, Vodafone created a new retail brand? – One focused on providing new and relevant services based on the flow of data over its network? How might this affect their current retail services and the physical presence of the Vodafone brand? These were some of the questions we tackled.
Uniting corporate and consumer brand thinking, we began to explore a new reality for the monolithic global phones business. We unpacked the customer’s need states: Play, Create, Connect, Learn and Work – we imagined how Voda could offer more focused and useful products and services for its varied audiences.
We imagined the benefits of a globally connected customer community, localised community stores, co-working stations, augmented reality assistants, optional product packaging, a kids education program, gaming festivals, live customer broadcast events and creative lab programs for thought leaders in business and the arts.
The result: A retail future that delivered beyond 'product'. To one based on new customer experiences and services, showcasing the potential for the new 'Voda' brand – ‘Power of me’.
Voda, the first global mobile brand, entirely visualised and fully guided by its customers' data. (This was before data became a commodity). And the world went crazy.