Vodafone's new global marketing and brand campaign tagged 'Power to You' has been launched in Malta in time for the Christmas season, heralding the company's new outlook on mobile communications.
The third campaign since 2000's 'How Are You?' drive ('Life Is Now' came in 2005), 'Power to You' was initially launched in the UK two months ago. Other markets like Romania, the Czech Republic and Italy, followed soon after.
'Power to You' is a recognition of changing lifestyles in which mobile phones play an integral, practically indispensable, part, Vodafone Malta chief executive officer Inaki Berroeta told The Sunday Times.
"Nobody leaves home without a mobile phone," Mr Berroeta said. "Handsets are a great communication tool - everyone is reachable now. 'Life is Now' was about opportunity. 'Power to You' is about functionality. It takes everything to the next level. Phones place a wide range of tools in the palm of your hand: it is about freedom and empowerment. Smartphones are this industry's second revolution."
The 'Power to You' campaign has been designed to shift the onus onto the group's 315 million customers to decide how Vodafone's services should be shaped.
Led by the group's Ireland-based branding team, the tag's simple design and message stemmed from customer feedback on what they wanted from the brand.
In September, group chief executive officer Vittorio Colao said: "It is not the brand talking anymore and telling the customer what to do... it is the customer who will decide. I am trying to steer the whole company in this direction".
Over the past few weeks, there has been a group-wide drive to launch new services as demand for mobile internet continues to grow. The trend will be kept up here where 15 per cent of Vodafone Malta's 220,000 customers use smartphones.
As the Christmas competition between operators steps up a gear, Vodafone has just unveiled a host of offers on smartphone tariffs. Since last Sunday, pre-paid customers have been able to make unlimited calls and send SMS to all local Vodafone mobile numbers, besides surf the Web on their mobile for €1 a day until the end of January.
Mr Berroeta, who uses four phones - a Blackberry, two HTC Magics and an iPhone - said Vodafone had slashed over €100 on the iPhone 3GS on some plans. The operator's smartphone range had also been extended to offer the widest selection on the local market. The latest additions include new handsets like the Blackberry Curve 8520 in white, the Vodafone Crystal with Swarovski, the LG GM750, and the Nokia E72. Vodafone is to launch an eco-friendly handset later this month.
USB modems have also been launched in a range of colours and are available for free on all plans. The latest consignment of netbooks includes a new, faster Acer model.
"Customer feedback has shown mobile access to sites like Facebook is rocketing," Mr Berroeta said. "We want to make it easier - and even more affordable - for customers to keep in touch throughout this season, whichever medium they use. It's all in the 'Power to You' spirit."