Vodafone is launching a &£12m advertising blitz – the most it has spent on a single campaign for pre-pay phones – to promote the Pay As You Talk service in the run-up to the peak Christmas sales period.
The push, created by BMP DDB, breaks next week and will include television, radio, press and poster executions.
The ads again star “Monarch of the Glen” actor Hamish Clarke, showing him in a variety of situations – from wrestling with lions to escapology on remote Spanish hills – in an effort to portray Pay As You Talk as a pre-pay service that suits everyone.
The company has an estimated annual ad spend in the UK of more than &£41m. Media buying is handled by OMD UK.
Vodafone was the first mobile phone company to launch a pre-pay service in the UK and holds the largest share of the market, with more than 6 million customers.
The other three operators all have just over 5 million pre-pay customers – Orange has 5.3 million, BTCellnet 5.1 million, and One 2 One 5.2 million – according to their latest figures released last month.
Vodafone recently appointed McCann-Erickson World Group as its first global brand advertising agency, with an estimated &£50m spend (MW October 5).