VodafoneZiggo Focuses on Sales Rather Than Brand Storytelling

The latest Vodafone Ziggo One commercial focuses on one clear message: customers receive a EUR 20 discount per month when they bundle multiple Vodafone Ziggo services. Unlike previously tested telecom commercials, Vodafone Ziggo does not opt for a clear storyline or a strong brand-driven narrative. The commercial is primarily sales-oriented and focuses directly on the offer and the financial benefit.

That choice yields a ValueFlow score of 17 percent, virtually identical to the telecom benchmark of 15 percent. As a result, the campaign trails behind previously tested commercials from KPN (49 percent), Ben (29 percent), and Budget Thuis (20 percent), but outperforms Lebara (0 percent). This is according to a study by Telecompaper and Validators involving 105 respondents.

A 20-euro discount is the tipping point

Emotional response starts off relatively neutral and only begins to rise once the EUR 20 discount appears on screen. From that point on, the response remains stable until the end of the commercial.

This is consistent with the findings of the qualitative interviews. Respondents primarily describe the commercial as “clear” and indicate that they immediately understand what the offer entails. While KPN focuses on humor and a storyline, VodafoneZiggo deliberately opts for a clear commercial proposition.

Less turbulence than on the Bente, but also less cargo

VodafoneZiggo One’s approach stands in contrast to the earlier Vodafone commercial featuring Bente. That commercial evoked a sense of unease and irritation, particularly in the opening scenes, whereas the emotional impact of the VodafoneZiggo One commercial unfolds in a calm and steady manner. In this way, VodafoneZiggo One avoids the negative peaks of the Bente commercial, but at the same time fails to achieve the emotional impact that the KPN commercial manages to build up. Both Vodafone campaigns show that the brand has not yet produced a commercial that scores highly on emotion.

The proposition is very easy to remember

The message is received in virtually the same way across all age groups. Respondents aged 18–34, 35–54, and 55 and older consistently mention the same key terms: the 20-euro discount, the internet, television, mobile phone service, VodafoneZiggo One, and bundling services.

Younger viewers are slightly more likely to describe the commercial as “pleasant” or “fun” to watch. Older respondents place greater emphasis on the practical benefits and financial savings. The overall rating shows little difference between the age groups, a pattern that was also evident at KPN.

Good top-of-mind awareness, but lower spontaneous recall

To measure the impact of the commercial, all respondents watched a regular NPO commercial break consisting of five ads, with the VodafoneZiggo commercial appearing as the third one. Immediately afterward, they were asked which commercials they could recall off the top of their heads.

VodafoneZiggo was the first brand mentioned by 12 percent of respondents (top-of-mind). Together with Lebara, this is the highest score among the telecom commercials tested previously. KPN and Budget Thuis followed with 8 percent, and Ben with 4 percent.

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(paid via TelecomPaper)

Want to read more about telecom commercials? Telecompaper regularly analyzes TV commercials from telecom providers for their effectiveness, in collaboration with Validators. All analyses are compiled in this special feature on Telecompaper.com