Campanie
General Information:
Strategic approach:
| Strategic approach: |
By 2024, the prepaid telecom market was in free fall, marking its fourth consecutive year of decline (-4.7% in 2022, -11% in 2023, according to ANCOM). Once the go-to choice for budget-conscious, commitment-averse users, prepaid cards were fading into irrelevance. Vodafone was not immune to this shift—customers were leaving, lured by cheaper, digital subscription models. With price no longer a sustainable differentiator, Vodafone needed to redefine value for Gen Z customers, a notoriously non-loyal segment with a strong passion for gaming. Objective: • Establish Vodafone as the most reliable mobile network among Gen Z, overtaking Orange, which previously led by 6.7pp. • Close the 11pp gap in customer-centric perception against Orange. • Secure Vodafone’s leadership in innovation and trendsetting. • Increase retention of Gen Z prepaid users by 32% month-over-month, reaching a 30% monthly retention rate (compared to the industry benchmark of 22.7%). Approach: Instead of engaging in a price war, Vodafone reframed the conversation—shifting from cost-cutting to network superiority, customer experience, and brand relevance. By focusing on gaming, Vodafone tapped into Gen Z’s passion, proving its value beyond price. |
Execution:
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