Vodafone uses Jensen Button to compare its network problems to a broken down Datsun
Vodafone is continuing its series of ‘self depreciating’ advertisements with ad which compares the network’s coverage to a broken down Datsun 120Y.
In the ad, Vodafone invited British Formula One driver Jenson Button to attempt a lap record at the Calder Park Raceway in Victoria. During the lap – resembling Top Gear’s “star in a reasonably priced car” segment – the Datsun apparently breaks down on the driver.
A voiceover then says: “Some people used to say the old Vodafone network was like this but we’ve come a long way and there’s still more to come.”
The ad then promotes Vodafone’s 4G offering which switches on in some metro areas of Sydney and Perth next month, along with “some coverage in Adelaide, Brisbane, Gold Coast, Newcastle and Wollongong” according to the small print of the ad. No mention is made of Victoria.
Sorry – but this is NOT a 120Y – this is a classic Datsun 1200 Coupe – the model previous to the crappy 120Y – we owned the 1200 sedan – bought it as a wreck and did 300,000 kms in it over 20 years.
I couldnt say that about the tacky latter model.
What about there sudden data bills out of the blue or is that the next episode?
As an F1 fan I loved it. That said, first rule of PR – “never draw attention to your mistakes.” Still, nice segue from Datsun to F1 car. Nice imagery…
they havent learned much by way of comms.. why bother to promote a half finished product, particularly when the bad image is of a patchy network.
wait till its complete, and THEN do a big launch
not rocket science
Vodafone would be better off fixing their network problems and then engaging with the customers who are left to spread the word that things are much improved.
Right now they’re still improving and have started rolling out a 4G network – two years late.
Promoting its coming means nothing; tell consumers that it’s ready when…. it is ready.
They really have no idea – who on earth is their Marketing head? Talk about devoid of any ideas! Do they not realise that to keep referring back actually reminds people of how bad they are and this then will create doubt! No one cares anymore what happened 3 years ago , it is the fact that today Vodafone is STILL not up to standard that is the issue and these ads only add to the perception that Vodafone cannot compete. Sad Vodafone , very sad.
@Ann
*their
Nobody cares about your inability to stick within your data limit.
Critique the ad, the strategy, something.
IMO, the strategy is great, the execution is awful. Nobody recognises that racing driver, the speed of a racing car is too tenuous a parallel to the speed of a mobile network, and the payoff is weaker than dishwater.
1200 Coupe – cool.
I’m guessing Vodafone sponsor McLaren F1 and someone in the marketing team thought they should try and get something for the squillion dollar sponsorship. Although the idea of a world champion driver racing a clapped out Datsun is funny in principal how many people know or care about Jenson Button or F1? Probably not a lot…
I agree with Bear, the strategy is right. Given the amount of tarps bought by the big Teleco’s they can’t afford to be off air until the network is sorted.
Voda have no choice but to tackle the issue head on.
Or continue to drop their pants on price.
Given that Voda haven’t even caught up to Optus who are trailing Telstra on service and customers, Voda should be investing every single cent in upgrading its network. Not on ads that point out its biggest (and current) failing. Still no service in our Pyrmont office building.
They should consider changing back to the 3 brand. Or a new name altogether. Vodafone is just too damaged. They’d really have to start giving the service away for free to get anyone back on it.
Self deprecating??
In fact there’s nothing wrong with the car. If you notice as it takes of there is so much power and torque that it moves sideways as it changes gear and when he lifts up the bonnet there is a turbo engine in it, not the original motor. So again voda has used smoke (from engine) and mirrors to claim they are better when using other peoples equipment and technology. Ironic don’t you think. Could of made it more realistic and used a beaten rusted bomb getting broken down on Parramatta rd. Next time Voda let me know and I would of saved you the money..sheeze!
Billy C, a few years ago everyone thought the Telstra brand was too damaged due to poor customer service and expensive prices. These days it’s almost a badge of honour to have a Telstra mobile because they have the best product.
If the new Vodafone network is a great product at an affordable price, there’s no reason why the Vodafone brand can’t be redeemed. Whether or not it will be a great product remains to be seen.
The concept only works if the accusation of poor network performance was unjustified. Sadly, it wasn’t. No amount of celebrity endorsement and Gen Y funky advertising will change the fact Vodafone offers a crap product. You could say this campaign is all spin, but doesn’t get any traction.
That said, Telstra and Optus have their own problems with network performance even in the middle of Sydney. I’m amazed no one tells Telstra to fix it’s CBD and near-CBD performance issues.
Two miss-spellings of ‘self deprecating’ in the same article, although ‘self depreciating’ is quite appropriate too!
Looks like a 13B under the bonnet – has the raspy sound of a rotary motor as well. That old car would probably be pretty fast!
Extra points for the strut brace.
Shona is right – it should be self deprecating not self depreciating.
When Telstra was rubbish everyone was pretty rubbish to varying degrees.
We had digital and analogue networks. Different products were good for different reasons, none were great for everything. I was with Vodafone from their first year in Australia. They were great for a long time as long as you didn’t go too far out of the city center. Then when the call drop outs started they didn’t say there was a network problem. They consistently blamed the handsets. If they had of acknowledged there was a problem and tried to fix it I would have had some sympathy but they just flat out told people it was their phone when it really clearly wasn’t. It’s going to take a long time to come back when the price difference between Optus or Telstra and Vodafone is a few bucks a month. Time will tell.
Their idiots.
Looks like its a turbo rotary not the original engine. The whole ad is based around a old Datsun and they get a non original one with an extremely fast, powerful engine in it. Show’s complete lack of attention and detail.
Says everything doesn’t it.
The grammar Nazis in this thread need to get a fucking life!