Vodafone Australia has kicked off a brand new campaign with well-known comedian and actor Ali Wong to shake up the telco space and focus on the network’s recent expansion, which saw its coverage double.
Vodafone has undergone quite a transformation in the past 12 months and this campaign looks to position the brand as the value challenger and encourages customers to not pay for what they don’t need.
The ad is clearly a shot across Telstra’s bow – even though the ad does not beam them – after recent clashes where Vodafone claimed Telstra was overstating its coverage.
In the ad, Ali Wong is standing next to an emu and saying that other telcos build towers and coverage where no one needs them and charge people for it.
“I don’t know what the hell this is but clearly it can’t use a phone,” Wong says next to the emu.
“Another big telco spends millions to build towers out here, and charges customers for it.
“Vodafone doesn’t because clearly nothing’s out here except for massive chickens.
“Instead Vodafone doubled their network which now covers where 98 whatever percent of where you actually live. Genius.”
Vodafone is returning to its challenger roots with this campaign following its expansion, which now reaches 98.5 per cent of the Australian population and places the brand as a strong competitor in the mobile market.”
The campaign will be shown across film, online video, social with the theme of making a bold challenge in the market and being on the side of the customer.
“This is a comeback, not just a marketing refresh. We’ve done the hard work to rebuild the fundamentals of the business – improving coverage, simplifying offers and restoring trust. Now we’re ready to show up differently,” says Bec Darley, Group Chief Marketing Officer at TPG Telecom
“Vodafone has always been at its best when it challenges the category, and this campaign is a clear signal that we’re back: confident, competitive and focused on what customers actually need.”
