Spanning TV, outdoor, press and digital marketing, the campaign, which breaks next month, will launch the 'Power to you' strapline, which is replacing 'Make the most of now' after four years.
Global brand director David Wheldon said the repositioning is the 'next chapter in the brand story' for . He insisted Vodafone 360, the operator's new set of social-networking and mobile internet services, together with its 'Power to you' strategy, will give 'new impetus' to the Vodafone brand in the UK.
Wheldon said: 'This is a different way of Vodafone going to market; through dialogue rather than monologue marketing. We used to be a heavy pusher of things, now we want to create a pull to the brand.'
The strategy has met with a mixed response from analysts. Shaun Collins, managing director of CCS Insight, said opening up its services to consumers 'is a huge move from a company that previously sought to control everything'. However, he added: 'Vodafone is, by its own admission, a premium business service. The issue is how it goes beyond being "my dad's network" to making other consumers buy Vodafone.'
The mobile operator has lost ground to market-leader O2. Orange's merger with T-Mobile will force Vodafone into third place in the market. Orange has also struck a deal with Apple to sell the iPhone 3G.
'The UK market is reshaping in 2009 and Vodafone is being excluded from that,' said Collins.
Vodafone is expected to bid for smaller network 3 in its fight for share.