Vodafone’s brand purpose is to connect everybody to live a better today and build a better tomorrow. The Vodafone Comedy Festival plays a key role in warming Vodafone’s brand personality, especially amongst a youth audience (18-30), by driving engagement beyond functional brand benefits. Working with Aiken Promotions, Vodafone has fostered a long-term relationship to grow the Festival into one of the leading Comedy events. The degree of Comedy association means Vodafone can use Comedy assets in other storytelling of how the brand connects – data network superiority, new TV offerings and more. Leveraging a single asset partnership right across the brand.
