Vodafone has turned to weddings in its latest campaign to get better customer acceptance. The telco – which some users are said to call Vodafail in tribute to its poor coverage record – is portraying a bride’s worst nightmare to promote it having no data dramas.
The new ad was produced by creative agency Ogilvy, the makers of the successful ad series Rhonda and Ketut for AAMI insurance.
The ad shows the groom-to-be and his mates discussing potential vehicles to use as the wedding car – and the one finally chosen is guaranteed to awaken his fiancée’s inner Bridezilla.
This is the second commercial in a story arc following the engaged couple, with a previous campaign responding to the ongoing criticism Vodafone had received over its coverage, by guaranteeing cancellation in the first 30 days if the new customer wasn’t happy.
The ads come as Vodafone’s market share continues to drop with a loss of about 1.3 million customers and over $700 million since the beginning of 2010, whilst Optus and Telstra sit comfortable at the top of the Australian Telco segment.