Vodafone blitz to push new ‘cheap’ rates

Vodafone launches a 2.5m advertising campaign this week claiming its new off-peak tariffs are the cheapest available, after cutting evening and weekend tariffs by 50 per cent.

The eight-week campaign, developed by BMP DDB, builds on the “words” theme – which first aired in October 1997 – with two new 20 second executions.

The first execution, entitled “Rate of Words”, focuses on Vodafone’s new off-peak 5p per minute rate. It features people talking in different situations and at contrasting speeds with the voiceover “Whatever rate you speak at, make sure it’s the cheapest”.

The second ad features the 2p per minute Local Call Saver Option off- peak rate. Both ads have the end line “the word is Vodafone”.

The ads run on national terrestrial and satellite TV for eight weeks, in conjunction with press advertising in major newspapers.

In addition, Bates Communication has devised a football themed radio campaign for Vodafone Retail shops, focusing on the off-peak rates and a current fashion promotion with Nokia phones. This also breaks on Friday.

A new direct marketing campaign for Vodafone will be launched in mid-June.

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