Magazine article Marketing

Vodafone in Pounds 10m Bespoke Tariff Ads

Magazine article Marketing

Vodafone in Pounds 10m Bespoke Tariff Ads

Article excerpt

Vodafone is claiming to break new ground in the mobile market with the launch of 'Perfect Fit', its most ambitious consumer pricing initiative to date. The range of bespoke tariffs will be backed by a pounds 10m-plus ad campaign.

The initiative invites customers to mix and match bundles of voice calls, text messages, picture messages and mobile internet usage. It aims to capitalise on the fact that consumers' mobile usage habits are changing as they adopt new services and become less likely to commit to a standard tariff.

The company said Perfect Fit would be the biggest consumer pricing launch in the UK mobile phone market.

Perfect Fit price plans are available to consumers from today (Thursday), while the ad campaign is expected to break around May 19. Advertising by J Walter Thompson will feature ordinary people in a number of scenarios to demonstrate the concept of a 'perfect fit'.

Perfect Fit consists of three basic price plans: Anytime, Daytime and Evening & Weekend. …

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