Vodafone has launched the next chapter of its Ali Wong campaign via Howatson+Company, taking a hit at Telstra’s pricing.
Wong returns in a tongue-in-cheek interaction with a stereotypical “big telco” legal team, doubling down on Vodafone’s message that Australians can get a strong telco experience without paying more.
The campaign challenges the category by showing customers they can get a “big telco experience that’s cheaper than T*BLEEP*ra”.
The new campaign builds on Vodafone’s broader positioning around value and premium network experience.
Bec Darley, group chief marketing officer at TPG Telecom, said Wong has helped the brand cut through by saying what customers are already thinking.
“Ali has helped us cut through because she says what customers are already thinking.
“This next chapter doubles down on our belief that a premium telco experience shouldn’t come with a premium price tag.”
Richard Shaw, deputy CCO at Howatson+Company, said the campaign takes a more direct approach to the category.
“Once again, Ali is asking a very fair question: why are people paying more?
“This time we’ve been even more direct and playful in the execution”.
