Vodafone Ireland has collaborated with Grey London on a new multi-platform campaign for Secure Net, its new digital protection product. Secure Net uniquely works through Vodafone’s network, meaning it is available both inside the home on a fixed broadband connection for multiple devices, and outside on a connected device, helping ensure online time is spent safely.
The campaign creative showcases Secure Net’s security and content features that help mitigate cyber-threats, improve security, and encourage families to explore the internet with confidence. It conveys two elements in its messaging, the product’s functionality–its digital protection, parental controls and in-and-out-of-home capabilities–and the emotional element of how Secure Net offers parents peace of mind.
The TV spot–directed by James Rouse of Biscuit Filmworks–sees teenager Aidan navigating his way through the first day of school highlighting how daunting new experiences can be for teens. The commercial shows different scenarios of him searching and being protected by Secure Net from malicious or inappropriate content on his devices. In the final scene, he looks to his phone for reassurance on the bus to school, innocently typing, “How do I make a friend?” Malicious links pop up and straight away Secure Net kicks in with a warning, blocking access. It ends with Aidan making a true connection with a new classmate.
