Vodafone To Launch £16 Million Ad Campaign
Vodafone is to launch a £16 million advertising campaign featuring a simultaneous airing of ads across 200 TV channels and six major websites.
The campaign, which has been created by Bartle Bogle Hegarty, will promote a new mobile internet offering from Vodafone and will begin on Sunday evening with a 90-second TV spot.
The TV spot will show thousands of clock components raining down on streets in and around London and Glasgow. Simultaneously, a digital campaign will roll out across eBay, Google, Pricerunner, MSN, Rightmove and YouTube.
The online campaign will see the web pages users are viewing fold up into a tiny square that then disappears into a graphic of a phone. It is the largest single day homepage takeover, according to Vodafone.
The TV spot marks only the second time ITV has reduced the length of a peak ad break to make the Vodafone ad the only ad during the break. The other occasion was for Sainsbury’s.
The campaign also marks the largest permanent outdoor presence to date, with 900 premium sites over the course of a year. BBH said the upfront commitment to a year’s spend had reduced the cost of the outdoor campaign by £3 million.
Digital outdoor sites will simultaneously switch on at 9pm this Sunday, 20 minutes before the TV and online roadblock rolls out.
The activity is part of Vodafone’s wider campaign, “Make the most of now”, which broke earlier this year.
The TV ad features people stuck in places, such as waiting for buses or being stuck in traffic jams, where they can not do anything fun or useful with their time.
The rain of watch components falling on streets has been created to send the message that mobile internet gives consumers back their time.
At this year’s Media360 conference, Yahoo! and Vodafone announced a significant joint venture – “the biggest mobile opportunity in the UK” – which will launch in mid-June.
Using the Vodafone Live! portal, Yahoo! will now take responsibility for all advertising sales and adserving across the Vodafone portal incorporating a variety of mobile advertising formats; and will provide full campaign accountability.
The service will be available to 90% of Vodafone’s current customer base and on all new phones; and will benefit from improved back-end technology (rendering) and a simplified pricing structure, according to Stephen Noakes, the company’s chief marketing officer who led the presentation to Media360 delegates (see Yahoo! And Vodafone Unveil Significant Joint Venture).
Vodafone: www.vodafone.co.uk