RMG Connect to promote Vodafone TV cricket coverage

Vodafone UK has appointed RMG Connect to create an integrated campaign to drive the take-up of its mobile TV service. It is understood the agency pitched against Miller Bainbridge.

The work will be based around Vodafone’s sponsorship of the England cricket team. Customers who use the Vodafone live! with 3G service and are signed up to the Sky News, Sport and Factual mobile TV pack will be able to watch live coverage of England’s Test matches, One-day Internationals and Twenty20 matches on their mobile phones this summer.

RMG Connect has developed an integrated campaign to promote the service at all the games. It will also include mobile, viral and online marketing activity away from the grounds. The campaign breaks on July 13.

The agency handles Vodafone’s UK online and offline direct response and retail communications accounts. It also works with Vodafone’s global marketing team on a range of customer relationship management briefs.

Earlier this month, RMG Connect was appointed by Shell Brands International to market its brand licensing operation. The agency, which already handles Shell’s loyalty, retail, motor fuels and lubricants accounts, won the business following a competitive pitch.