How Voxi Conquered the Young Audience?
In the UK Vodafone is usually perceived as a brand for mature people. But not for the young generation. Of course, they know it and use it. But this is only tariffs use, not a connection between a brand and a customer. Friendly speaking, Vodafone hasn’t targeted the young segment in particular. However, time changes, and millions of people from the age of 16 to 24 became valuable audiences. Though, taking into consideration the level of tech knowledge and needs you can’t just offer them something related to call and texts only. Considering these and other factors, Voxi has appeared. Let’s see why this sub-brand was a revolutionary product, made specifically for younger audiences.
How the solution appeared?
The main challenge for Vodafone was to change its perception as a brand. They need to interest the young audience and offer something according to their needs. The insights dedicated to the younger audiences claim that they use the amount of data twice as high as the average user. They are well-versed with gadgets almost since their birth. They rely on technology much. Such an audience is not quite fond of direct advertisement. They want the brand to be clear, transparent, and speak their language. The usage of the phone becomes much more than calling and sending messages. But many mobile operators limit their offers with restrictions in data usage and different plans.
Considering all these facts the solution appeared – provide endless data possibilities. Then Voxi was created not to just offer beneficial tariffs but speak directly to the audience.
So, the company built up three main strategical directions to gain a new audience. The basis was the endless data offer – it was created counting the insights numbers on how much data is being used for social apps. The monthly plans – young people don’t like serious obligations like signing 12- or 24-months contracts and be tied to the operator. Monthly plans are flexible, and you can quit when you like. The last one is built-in costs control.
Firstly, to show the allegiance exclusively to young audiences, people of the age 30+ couldn’t get any Voxi plan. However, now it’s possible for a person of every age.
The name Voxi also wasn’t just a random one. Vodafone used the Latin base, the word vox which means voice. It has a background meaning – to speak with the audience. The logo also has a purpose. The square form symbolizes a window so people can watch and engage with what they like, and the brand won’t be an obstacle. Voxi was also actively spreading in the UK universities, communicating with students and activating special offers.
As a result, the launch was very successful. The brand started to get its audience, the people it targeted for. There are no limits in the development and Vodafone has great plans related to their sub-brand. Launching the endless data and limitless calls with messages made great results and got the company to the top. It also showed them as a brand that can easily communicate with any age auditory, speaking the same language with them. If you are still not in the lucky number of Voxi plans owners, don’t wait and visit the Voxi website.
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