Nova Entertainment and Vodafone have partnered up in a new campaign to not only tell people about the advantages of Vodafone’s 4G network, but actually show them.
Starting from today and running for six weeks, Nova’s Kate, Tim & Marty Drive show will broadcast through the telco’s 4G network to Sydney, Brisbane, Melbourne, Adelaide and Perth during the 4-6pm timeslot on weekdays.
As part of the initiative, Vodafone will also sponsor Nova’s Kate, Tim & Marty’s Quick Draw mobile game, with the Drive team taking it around the country in the Quick Draw bus, supported by Vodafone technology throughout the activations from 18 July.
The idea comes out of a collaborative process between Vodafone and Nova’s CREATE team, which aims to deliver compelling solutions for brands, designed to connect with their audience.
Speaking to B&T, Nova’s national commercial strategy director for CREATE, Kate Day, said it was a “totally collaborative” process to come up with the idea.
“It started with a casual conversation about how to do something unexpected to get the listener’s vote of confidence in Vodafone,” Day said.
“It’s a great platform to spread the message on. The dynamic of the show and the spontaneity of Kate, Tim & Marty makes this a great place to test this.
“Kate’s also been a Vodafone customer for years so she’s a great spokesperson for the brand,” Day added.
“The idea itself made it really simple because we didn’t need to talk about it too much. Customers want to see the network in action so this is the proof in the pudding.
“This brief and brand challenge needed more than just an advertorial, it needed authenticity. If we show trust and reliability in the network, the consumer is more likely to believe the message.”
Speaking about the brand collaboration, Day said, “The path to ideas isn’t traditional or predictable anymore. By collaborating with the client directly you can come up with the best ideas.
“The innovation behind this campaign is in the execution.”
Vodafone chief marketing officer Loo Fun Chee said the broadcast was not only a clever way to get Aussies to experience the 4G network, but is also part of a wider network marketing campaign that’s kicked off recently.
“We’ve invested billions of dollars in our network in recent years, and we’re keen to demonstrate just how reliable it is,” Chee said.
“Our campaign which is currently in market includes TV, digital and outdoor advertising but this isn’t just about us saying how good our network is, we want to prove it.
“On top of Vodafone’s Network Satisfaction Guarantee and our 40 per cent improvement in last year’s CommsDay P3 Mobile Benchmark report, Australians can also listen to the Nova Drive show in any of the five capital cities to judge the reliability of our network for themselves.
“We want Australians to know that they do have an alternative when it comes to their mobile provider, and we’re willing to show them that they don’t have to settle.”