Vodafone launches ad campaign to rebuild consumer confidence

Vodafone is launching a multi-million dollar ad campaign in a bid to restore consumer confidence in the quality of its network services.

According to The Australian, the advertisements will depict a teenage girl waiting for a phone call from a boy who is shown throwing her number in the rubbish.

“If you don’t get that call, it’s probably not our network,” a voiceover explains.

The advertisements come amidst mounting losses at the troubled carrier, as consumers switch to rival carriers.

As SmartCompany reported in February, Vodafone has dropped 16% in the last quarter of 2012 as 64,000 people walked away from the brand.

These losses follow on from the September quarter where Vodafone lost 77,000 customers and revenue dropped 14.4%.

In response, in June the company unveiled a major network upgrade, with the limited rollout of 4G coverage in selected suburbs of Sydney, Melbourne, Perth, Adelaide and Brisbane, claiming peak speeds of up to 100 Mbps across its network.

The 4G coverage is limited to a small number of suburbs within each metropolitan area.
According to chief marketing officer Kim Clarke, the carrier’s new advertisement is supposed to depict the carrier’s confidence in its recently updated network.

“We’ve been very humble about where we’ve been, but I think what’s really important is that this doesn’t mean we can’t be confident about our future,” Clarke told The Australian.