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.
Vodafone Pay as you Talk: Impact Through Simplicity
INTRODUCTION
This paper demonstrates how planning helped creatives in four major ways:
- Simplifying an enormously complicated communications task.
- Providing creatives with a way to talk...
