Observed Signal · Aug 7, 2026 · Campaign Launch · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
Publicis launches Vodafone's Glasfaser@Home campaign
Publicis (with its German subsidiary Saatchi & Saatchi) has released its first creative work for Vodafone following an agency switch last year: the 'Glasfaser@Home' campaign. The campaign aims to position Vodafone more strongly as a broadband provider—specifically for fiber-optic (Glasfaser) connections—and is a continuation of the earlier 'Internet@Home' creative. It uses everyday, humorous scenarios (focused in this spot on young couples moving in together) to communicate reliability and speed. The campaign runs from August 6 to September 20 across TV, Connected TV (CTV), social video, radio, online audio, DOOH, digital display and print. Production company Tempomedia (director Eugen Merher) and media agency Dentsu were involved.
Regional brand campaign and agency change are relevant to agency and media markets and note cross-channel media planning including CTV and DOOH, but it is not industry-shifting.
Track Vodafone Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Glasfaser@Home is Publicis's first campaign for Vodafone after the agency change last year.
- The campaign aims to position Vodafone as a fiber-optic (Glasfaser) broadband provider and continues the earlier 'Internet@Home' campaign.
- Campaign flight dates: August 6 to September 20 across TV, Connected TV (CTV), social video, radio, online audio, DOOH, digital display and print.
- Production company Tempomedia (director Eugen Merher) and Dentsu as media agency were involved.
Connected Companies & Entities
6 Entities mapped“The campaign is intended to establish Vodafone as a fiber-optic provider....”
“'Glasfaser@Home' is the first work by Publicis for the telecommunications giant after the agency switch last year....”
“The first Vodafone campaign was produced by Publicis with its German subsidiary Saatchi & Saatchi....”
“Vodafone announced Publicis as new creative and production agency to take over many tasks of the previous lead agency Jung von Matt....”
“The earlier 'Internet@Home' campaign was created not by Jung von Matt but by McCann....”
“Dentsu acted as the media agency for the campaign....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Deutsche Telekom brings social media pitch trend to TV ads
Deutsche Telekom launched a new advertising campaign called 'Unlimited Pitches' for its Unlimited mobile tariffs. The TV spots deliberately avoid professional actors and instead feature real families presenting ideas in the style of a social media pitch trend. One spot shows a young man with a deep voice explaining to his parents how adding family members via PlusKarten lowers the average price of the tariffs; another shows a young woman pitching to her father to equip their patchwork family with Unlimited plans. The campaign was developed by lead agency 0171 and directed by Sven Schrader. Media agency Mindshare is placing the spots on high-reach TV channels, supported by print, out-of-home, shop, and social media activities. Emetriq handles digital media distribution. Telekom manager Sven Grümer says the campaign humorously communicates the benefits of Unlimited tariffs and the 5G network.
O2 launches 'Mehrbilfunk' ad campaign to reposition beyond mobile
Telefónica's German brand O2 is launching a major advertising campaign to reposition itself beyond mobile communications. The new 'Mehrbilfunk' positioning, developed with lead agency Leo from Publicis Groupe, aims to promote 'Plus Bundles' that combine mobile tariffs with fixed-line, TV, streaming, additional SIM cards and smartphones. The campaign features TV spots and posters using a plus sign as a central design element. The move follows a difficult period: O2's Q2 revenue fell 11% to around €1.8 billion after losing major customer 1&1 to Vodafone, and EBITDA declined 7.2%. Telefónica is also cutting more than 1,000 jobs and closing 60 of 800 O2 shops in Germany. Steve Plesker, Director Brand & Marketing Communications, said the campaign aims to close the knowledge gap that O2 is only a mobile provider.
AKQA, Google Gemini and Vodafone launch 'Partners in Time' campaign
AKQA Berlin created a summer-themed advertising campaign titled "Partners in Time" for Google Gemini and Vodafone Germany that positions a smartphone and its integrated AI assistant as companions in a romantic five-year story. The films, produced by BWGTBLD and directed by Paul Hermann, show everyday uses of AI (Gemini) such as route planning and furnishing suggestions, and also promote Vodafone's 5-year promise (longevity and quality). The campaign will run nationwide across CTV, digital and social media and uses the song "Bad Love" by Dehd as its soundtrack.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.