Press Release | 01 Jun 2022

Vodafone serves up summer with new marketing campaign

Vodafone, the Official Connectivity Partner of The Championships, Wimbledon, has launched its new #FeelTheConnection summer campaign, featuring teenage tennis sensation Emma Raducanu.

The multi-platform campaign focuses on using connectivity to bring fans different experiences of Wimbledon.

Wimbledon is a defining moment of the summer calendar, and now, through Wimbledon Uncovered in 360, Powered by Vodafone, you can feel what it’s like to be there. Brought to life through a striking new campaign, the ad shows how Vodafone’s connectivity can enable people to feel connected to Wimbledon in different ways, alongside the live broadcast match coverage.

It features Hebe, a 10-year-old Emma Raducanu fan, accessing a tennis game on her phone in her garden. Thanks to Vodafone’s VR Walk of Champions and Wimbledon Uncovered in 360, Powered by Vodafone, Hebe can experience what it’s like to be in Emma’s shoes, walking through the corridors of Centre Court, battling it out on the biggest stage in tennis, and making her feel like she’s right there with her.

Directed by Scott Lyon, the #FeeltheConnection commercial was shot entirely on 360 cameras to demonstrate what fans will be able to access via Wimbledon.com/Vodafone.

Max Taylor, Consumer Director, Vodafone UK: “The two weeks of Wimbledon create such a huge buzz around the country and our connectivity will bring tennis fans right into Wimbledon.

“Wimbledon Uncovered in 360, Powered by Vodafone, will provide a new way for people to experience The Championships this summer and, as Official Connectivity Partner, we are so excited by this innovation.”

Emma Raducanu said: “My hope is that this campaign inspires lots of kids like Hebe to pick up a tennis racket this Summer. Wimbledon is special to me so it’s great to try and bring tennis fans closer to the tournament this year.”

Alongside the more traditional media channels, Vodafone will be bringing the #FeeltheConnection campaign to life in an industry-first 3D Piccadilly Lights activation later this month.

The out-of-home (OOH) campaign will see Emma Raducanu brought to life as a digital avatar, created by Berlin-based Mimic Productions, appearing on the Ocean’s Deep Screen on 27 June 2022 at the start of the Wimbledon fortnight. Piccadilly Screen’s unique angle and 3D optical illusion will make people feel like she is right there with them in the iconic Piccadilly Circus.

Today also sees the launch of the Vodafone’s VeryMe Rewards above-the-line campaign. Running from 1 June through to the end of July, the campaign will drive awareness of the VeryMe Rewards and showcase the selection of offers it has for families to make the most of this Summer.

Split into two phases, the first phase – which launched today – focuses on two of the best offers available, winning tickets to Wimbledon and some of the UK’s best festivals.

The fully-integrated campaign will run across TV, OOH and social from 1 June 2022.

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Notes to editors

Wimbledon Uncovered in 360 is a complementary digital presentation from around the grounds at Wimbledon. Live broadcast match coverage is available through Wimbledon’s longstanding broadcast partner in the UK.

About Vodafone UK

Vodafone UK is a technology communications company that connects people, businesses and devices to help our customers benefit from digital innovation. Our services span mobile, fixed-line connections, home and office broadband, and the Internet of Things (IoT).

We have a strong track record as a tech pioneer, making the UK’s first mobile phone call, sending the first text message, and making the UK’s first live holographic call using 5G in 2018. We were also the first to start carrying live 5G traffic from a site in Salford, Greater Manchester. As of March 2022, we have 5G in 380 locations across Europe – 141 in the UK and 239 across Germany, Spain, Italy and Ireland. Our 4G network coverage currently reaches over 99% of the UK population.

Today, Vodafone serves more than 18 million mobile and fixed-line customers in the UK. To help deliver Gigabit UK, our full-fibre broadband roll-out programme now covers 26 UK towns and cities, rising to 35 over the coming months, through partnerships with CityFibre and Openreach. Our full fibre services are now available to more than eight million homes across the UK.

Sustainability is also at the heart of what we do: as of 1 July 2021, 100% of the grid electricity we use in the UK is certified to be from renewable sources.

For more information about Vodafone UK please visit: www.vodafone.co.uk.

Vodafone UK Media Relations

Telephone: +44 (0) 1635 693 693

Email: ukmediarelations@vodafone.com

Twitter: @VodafoneUKNews

Website: https://newscentre.vodafone.co.uk

Vodafone Limited

Registered Office: Vodafone House, The Connection, Newbury, Berkshire RG14 2FN

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