Matthew Miller
Sep 16, 2013

Vodafone's playful 'Kidults' intended to spark brand reappraisal

AUSTRALIA - In an effects-driven new TVC featuring kids' heads attached to adults' bodies, Vodafone Australia is attempting to appeal to people who may feel they don't 'fit' with their current mobile service provider.

AUSTRALIA - In an effects-driven new TVC featuring kids' heads attached to adults' bodies, Vodafone Australia is attempting to appeal to people who may feel they don't 'fit' with their current mobile service provider.

The TVC, which debuted last night, is the first in a series of executions that are part of an ongoing brand repositioning that also includes more than 50 billboards, press ads and outdoor-furniture installments.

The spot features numerous scenes of the 'kidults' who mostly don't look as creepy as you'd expect given the concept embracing their inner children by engaging in a variety of playful behaviours. Brand and agency leaders said the TVC...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Related Articles

Just Published

Premium
40 Under 40 2019: Nominations are now open
Premium
Sep 30, 2019

40 Under 40 2019: Nominations are now open

Campaign's 40 Under 40 is the definitive list of young talent to watch in Asia's marcomms industry.

Premium
CAP-262 Host subscriber-only PDF
Premium
May 21, 2019

CAP-262 Host subscriber-only PDF

https://haymarketasia.atlassian.net/browse/CAP-262

Premium
Martin Test
Premium
Apr 16, 2019

Martin Test

Martin test

Premium
CAP-243 Greater Bay Area ContentHub News
Premium
Mar 26, 2019

CAP-243 Greater Bay Area ContentHub News

This is greater bay area news Intro