Campaign in late 1998/1999 for Vodaphone `Pay as you Talk' (PayT) mobile phone. Objective: aggressive consumer acquisition to confirm Vodaphone market leadership, ensure that Vodaphone was seen as the network leading the revolution, avoid cannibalisation of the more profitable contract business.
Author: Polly Evelegh

Vodafone Pay as you Talk: Impact Through Simplicity


This paper demonstrates how planning helped creatives in four major ways:

  1. Simplifying an enormously complicated communications task.
  2. Providing creatives with a way to talk...