Vodafone outlays £4.5m to downplay EE

Vodafone has launched a £4.5m marketing assault across several national newspapers in a bid to temper down the excitement building towards rival EE’s 4G network launch next week.

Vodafone

The mobile operator has paid to coverwrap five daily newspapers: The Telegraph, The Guardian, The Independent, Metro and City AM – marking the first time the majority of the national titles have ever featured the format.

Vodafone’s signature red branding is emblazoned across the front of the five newspapers alongside the slogan “After being voted the best, there’s only one way to go” – referring to its Mobile Choice Consumer Choice Award for “Best Network” this year.

On the inside-page of each paper the ad continues and features long copy text claiming “not all 4G networks are the same”, in a dig to its rivals 4G services. Vodafone adds that it intends to use a signal that will give it customers better indoor signal than its rival.

Vodafone has committed to its 4G network reaching 98 per cent of the possible indoor coverage in the UK.

It also highlights that it is the “only” mobile network to own a nationwide fibre backbone. EE is currently in the process of rolling out its fibre network across the UK.

Further press and outdoor activity to promote Vodafone’s network will appear over the coming days.

The media planning was handled by OMD, while Rainey Kelly Campbell Roalfe/Y&R was responsible for the creative.

The network activity has launched in addition to Vodafone’s £5m investment to promote its Vodafone “Red” unlimited calls and text tariffs, using its Star Wars brand ambassador Yoda.

O2 is also increasing its marketing spend this week and will today launch an ad (below) featuring singer Michael Bublé to promote its Priority Tickets loyalty offer.

EE’s 4G network launches on 30 October and will be backed by a multi-million marketing campaign across all media that will focus around the proposition of “now you can”, underlining the speed of its new services. The activity has been created by Saatchi & Saatchi.

Consumers, however, seem hesitant to switch to the network. Research seen earlier this week by Marketing Week found that 87 per cent of consumers feel its pricing is too expensive.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here