At the root of this transformation is recognition of a generation with its own voice, one that is entrepreneurial, proactive and creative.A generation looking for change, which wants to make a difference in the world.Not least in their own world.Because, for them, the universe is a laboratory and an endless playground.They don’t wait.They inspire others.They don’t conform, and they shape their own future.
Yorn believes in the potential of young people and challenges them to make the most of what they are.Technologies and communications, being natural tools of this generation, are the driver for each of them to demonstrate their uniqueness.With the new offer, Yorn becomes the enabler that empowers young people to communicate, express themselves and succeed.
“We want to speak with young people, not ‘at’ them.Seriously and without talking down, but rather with great respect and authenticity”, says Leonor Dias, Vodafone’s brand director.
In addition to the change in the form and tone of communication, the new brand personality involves the redesign of the logo and changes to all the communication media (website, app, social networks).Developed by Grand Union, this positioning is based on three guiding principles:
- We believe that everyone has the potential to make a difference;
- We communicate authentically and always with a purpose;
- We exist to help young people build their future and go further.
The multimedia campaign is already up and includes television, radio, online, outdoor and cinema advertising.This campaign was designed to impact the youth target in their daily lives, focusing on some special, high impact formats (wallscape, metro, bus, train).Reflecting the profile of the younger generation, Yorn will strengthen its digital presence with a strong focus on dedicated content for different platforms.
The campaign will be fronted by 27 Portuguese young people, and the new theme music, which will feature in the seven campaign films, is by Alison Wonderland (Carry On).
Yorn (Young Original Network) was created by Vodafone in September 2000 to address the specific needs of young people, introducing into the Portuguese market innovative forms of communication and customer relationship in this segment.Vodafone has been the undisputed leader in the up-to-25 age group for more than ten years as the operator with the largest number of customers in this segment in Portugal, according to the Marktest Telecommunications Barometer.
Further information at www.yorn.net