Vodafone Group, Europe’s largest mobile network, is investing €20 million ($22.15m; £13.82m) into a launch advertising campaign for its latest gizmo – an electronic slot-in card that will enable laptop computer users to remotely access email and other home office functions via a wireless link.
Although such devices are scarcely fresh off the drawing board – Vodafone and others have been offering similar cards for some years – the Mobile Connect card has been designed in partnership with hardware manufacturers to work with most software in common use.
Unlike its forerunner, the Vodafone Remote Access card, launched in January and which works only for companies with a dedicated email server, the new card allows any laptop user full email connectivity via a web-based email service account.
Available in some countries as of this week, the new card will sell at around €218 in all twelve of the initial markets – Australia, Britain, Germany, Greece, Hungary, Italy, Ireland, Netherlands, New Zealand, Portugal, Spain and Sweden. Later it is expected to roll-out in other of the twenty-eight countries where Vodafone operates.
The campaign via billboards and print ads will promote the service under the strapline, ‘The World's Largest Office’.
[Despite several calls – all unreturned – to Vodafone and its listed agencies, WAMN cannot report to readers which is responsible for the campaign’s creative and media execution. Sensitive commercial information, obviously!]
Data sourced from: The Wall Street Journal Online; additional content by WARC staff