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    Vodafone’s emotional co-parenting story presses home importance of reliable connections

    Telecoms company launches GigaHome service in Ireland with tearjerker from Grey London.

    Vodafone is bringing broadband customers across Ireland up to speed with the introduction of its GigaHome service, which promises an always-on, fast and secure connection.

    The telecom provider’s Irish push is supported by television, streaming, out-of-home, radio and social, and follows separated parents who successfully co-parent their teenage daughter thanks to modern communication methods, such as wifi calling.

    Developed by Grey London, reliability is placed front and center of the messaging, with broadband and mobile links positioned as the glue that holds families together when apart.

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    Orla Nagle, head of brand at Vodafone Ireland, said: “When launching GigaHome, we wanted to capture and celebrate the joy of reliable human connections while anchoring the creative with key features and benefits GigaHome offers. We instantly fell in love with this script from Grey as it celebrates just how powerful the connections you can always rely on in life truly are through a beautiful, relatable story of a modern Irish family.”

    Meanwhile, Pedro Rosa and Roberto Kilciauskas, group creative directors at Grey London, added: “Reliability can be a funny thing: the more reliable something or someone is, the more invisible it becomes. By shining a light on the importance of having a reliable connection in life and drawing a parallel with GigaHome, we created a relatable story and reinforced the brand’s credentials around bringing emotional human-led stories to its Irish audience.”

    Vodafone’s Irish excursion comes just after it was crowned as the UK’s most valuable brand for the fifth year running.

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