VODACOM LESOTHO CELEBRATES COLLABORATIVE POWER OF
TECHNOLOGY AND HUMAN AMBITION WITH NEW BRAND POSITION
Vodacom Lesotho celebrates what the human spirit can achieve when combined with technology in an update to its brand position, to be launched this week. The company will introduce a new Vodacom tagline - ‘Further Together’ – to accompany its new position, along with a media campaign demonstrating Vodacom’s profound belief that the partnership between technology and society can build a better future.
“Further Together’ is inspired by the limitless power of joint effort, and how collaboration between the human spirit and innovation can achieve great things,” says Phillip Amoateng, Managing Director of Vodacom Lesotho. “The experience of these last 12 months during the COVID-19 crisis has demonstrated more than ever the critical role of connectivity and technology to keeping society, businesses and governments connected. As a purpose-led company, Vodacom fundamentally believes that technology can improve lives, and this new positioning builds further momentum to our purpose to connect for a better future and enable an inclusive, sustainable digital society.”
Vodacom’s new brand position is inspired by consumer research carried out by the company which revealed that the role of technology is profoundly transforming people’s lives. Findings identified how technology has evolved from something that simply excites people on a personal level, to playing a more meaningful part in the world at large, in particular, in making a difference on issues such as sustainability and societal development. For example, over the last year sustainability has increased in importance and in terms of trust requirements for consumers in their brand preferences, with nearly eight in 10 people indicating that it was key for them. Over the coming months, Vodacom’s Further Together message will be further set in motion by the company’s deployment of fast reliable networks enhancing connectivity to people and communities alike, embracing communications technology to reduce carbon emissions, and supporting education, health and wellbeing to create a more inclusive and sustainable society.
The Further Together campaign will commence on 02 April 2021, with a television commercial themed, The Irrepressible Girl, featuring a young girl posing questions about the world around her, on the role technology can play in curing disease, fighting climate change and addressing digital inclusion. The commercial, along with a series of stories that will appear in print and digital advertising, will shine a spotlight on Vodacom’s critical role to help answer these questions, from the rollout of 5G, fast reliable networks and connectivity to the most remote parts of the country.