Vodafone launches campaign aimed at countering doubts over network’s poor quality

Vodafone is trying a new marketing approach which acknowledges the mobile network’s persistent problems with mobile coverage.

The new television commercial for the telco emphasises the company’s network guarantee and the option for customers to opt out of their contract within 30 days if they find the service poor.

The ad, by creative agency Ogilvy, features four people in a kitchen discussing their friend’s recent mobile purchase. They express shock when she reveals she has signed with Vodafone.

“It’s no risk,” the woman assures them. “(Vodafone) have a network guarantee. You can leave if you’re not happy within the first 30 days.”

The ad concludes by reiterating that customers can get out of their contract within the first 30 days if they are unhappy with the network.

Vodafone says the “self-deprecating” advertisement is an honest attempt to acknowledge poor consumer perceptions of all telecommunication companies, not just Vodafone.

A spokeswoman for Vodafone told Encore the brand was determined to be “brave and honest”.

“The telco industry is not held in high regard when it comes to being trusted and human, but we are determined to be different,” she said. “In order to earn the trust of our customers we have to be brave and honest.”

The spokeswoman added the ad shows they are not shying away from past problems.

“The ad acknowledges our customers’ feedback based on inconsistent experience with our network in the past while backing the work we’ve put into improving the network in recent years with the Vodafone network guarantee,” she said. “The latest campaign does all of this with a bit of humour and self deprecation.”

The mobile carrier last month announced it was investing up to $1billion to improve its mobile service and brand following the recent exodus of more than one million customers from the network.

Nic Christensen

Encore 2013 issue 10

This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit for a preview of the app or click below to download.


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