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'power to you'
Having started to operate under the brand Telecel in October 1992, the Company began to be known as Telecel Vodafone in January 2001, initiating a successful brand migration process that ended in the adoption of the Vodafone brand in October of that year.
That process, which reflects our company’s connection with the largest mobile telecommunications group in the world, took place simultaneously with other European operators in the Vodafone Group. Telecel Vodafone was the first company in the Group to be in a position to undertake the definitive change of brand.
Being part of a Group of this nature and scale enables us to offer our customers even more competitive prices and ever better and more differentiated new services and handsets, benefiting from the image of one of the most powerful global brands, recognised all over the world.
The “How are you?” campaign launched in 22 October 2001 was Vodafone’s first global advertising campaign, and was designed to launch the Vodafone brand in various operators in the Group. “How are you?” was designed to appeal to the emotions and to be a sign of interest and proximity between people, and to provoke affective reactions and relations, giving rise to a new dialogue and a new way of serving individual customers.
Later on, in October 2005, Vodafone replaced the “How are you?” question by the suggestive expression “Make the most of now”, a standing invitation to our Cstomers to make the most of one of the biggest assets of contemporary life: time – with the help of Vodafone in providing them with communication, information and entertainment.
Vodafone’s new strapline, ‘power to you’ points out our contribution to enable Customers to make the most of the opportunities life troughs at them. Rather than the Brand telling Customers what to do, it stresses that they are now in charge, they have all sorts of opportunities and can rely on Vodafone to help them to make the most of them.
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