Video: The story behind Vodafone Firsts

Marketing Week went to the official launch event for Vodafone’s new marketing programme, Firsts, and spoke to global brand director Barbara Haase about how it hopes the strategy will inspire consumers worldwide.

Video: Marketing Week at the launch of Vodafone Firsts


The brand engagement strategy sees Vodafone shift away from badging major global events through sponsorships to celebrating individuals’ achievements made possible through mobile technology.

Some of the first activations include Olympic medallist Mary Kom setting up India’s first female self defence camp, to British surfer Tom Lowe using mobile technology to track the world’s most dangerous waves and South African musician Spoek Mathambo creating his first recording using audio samples from different cultural groups across the country.

Later in 2014 Vodafone will ask consumers to tell the company what they want to do for the first time via a dedicated website and it will look to enable these aspirations through its mobile technology.

For more on the thinking behind Vodafone Firsts, read this Marketing Week Q&A with Barbara Haase.