Vodafone

Polly Evelegh

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

INTRODUCTION

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 to a very diverse target audience.
  3. Prompting creatives to develop work which, in its straightforward, no-nonsense approach, went against the complex advertising conventions of the mobile phone category thus gaining stand out.
  4. Finding a way to use the symbol of the red phone box in a way that wasnt problematic but...

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