Vodafone Portugal set to boost music tie with live experiences

PORTUGAL - Vodafone Portugal is planning a series of 2009 customer events and client incentives to align the telecoms brand closer to music.

Vodafone is already a headline sponsor of Lisbon's Rock in Rio concert, and according to Vodafone sponsorship, events and planning manager Pedro Caldas, in 2009 Vodafone will stage "an invasion of music in cities across Portugal over several planned weekends."

"Vodafone's future direction and strategy is all about music and info-tainment," said Caldas. "We know that this will be hard as there are already so many cell-phone operators working closely with music, but none of our competitors have a consistent approach.

"We are fortunate to have our biennial Rock in Rio sponsorship, which is the major concert in Portugal, and we will look to leverage this further in 2010. But from next year, our goal is to own a music property and create live experiences around music."

Vodafone is working with agency Action 4 on both Rock in Rio 2010 and the "musical invasion" project, although Caldas admits that plans for the latter are still at an early stage with no confirmed dates or locations.

Plans to further boost Vodafone's sponsorship of Rock in Rio in 2010 include creating a VIP area in the festival and a battle of the bands-style singing contest in Portuguese cities for a chance to win tickets.

"We could mirror what other operators do and create a text-to-win competition but that is not what Vodafone is about. Our strategy is to create experiences," concluded Caldas.