LOWE + DRAFT NZ LAUNCH VODAFONE BROADBAND
Lowe + Draft NZ’s campaign to launch Vodafone’s Broadband offering and vodem device was revealed this week.
The campaign includes the 45” ‘Liquid Freedom’ TVC, interactive campaigns to seed the offering among technology opinion leaders and the online public (www.vodem.co.nz & www.liquiding.co.nz), outdoor executions and a series of vodem skins in place of traditional magazine advertising.
The vodem is a small, stylishly designed mobile USB broadband modem that can be used on any computer, anywhere with 3G coverage.
Breaking with category conventions, the strategy to ‘market vodem like a modem’s never been marketed’ has resulted in a campaign which avoids the standard technological prattle and instead heads straight for the emotional jugular.
Lowe led the platform’s launch, creating the name ‘vodem’ which has been picked up internationally, designing the packaging for both the vodem and VMC PC card devices, and generating all advertising from television through to retail press.
The television commercial was dirrected by Richard Gibson via Luscious International and post produced at Emerald City in Sydney. The music featured in the commercial is an original track written by Elemeno P Guitarist Justyn Pilbrow and featuring vocal by Stellar*’s Boh Runga.
Creative Director: Josh Moore
Creative Planner: James Hurman
Art Director: Leisa Wall
Writer: Jane Jamieson
Interactive CD: Tom Markham
Head of TV: Jackie Clark
Director: Richard Gibson for Luscious International
Producers: Andrew Morris & Lucas Jenner
Post Production: Emerald City
Music: Justyn Pilbrow for Soundtrax
Making-of Director: Ant McPhail
Photography: Chris Lewis
Retouching: The Lounge
Skin Design: Steven Cicala