Vodafone has launched the third chapter of its campaign with Ali Wong via Howatson+Company, this time taking aim at inflated roaming charges from big telcos.
The new work calls out some competitors charging $10 a day to roam, with Vodafone offering $5 as the straightforward alternative.
Ali returns with her trademark bluntness, pointing out that another big telco charges customers double for roaming. Her message is simple: don’t pay double. Roam for $5 a day.
Unlike some competitors, Vodafone customers can use their existing plan overseas rather than relying on capped daily allowances.
TPG Telecom group chief marketing officer Bec Darley said: “Australians shouldn’t be paying a premium just to use their phone overseas. With Vodafone, customers can use their plan in over 100 destinations for $5 a day, no daily data caps, no complicated add-ons. So it’s a fair question: why are Australians still paying double to roam?”
Richard Shaw, deputy CCO at Howatson+Company, added: “We keep asking why Australians are paying more than they need to? The question and the comedy is really landing with people — which is great to see.”
The campaign is part of a series that has taken on network quality, everyday pricing, and now roaming, building a consistent case that a great telco experience at home or overseas doesn’t have to cost more.
The campaign will run nationally across film, online video, social, and out-of-home.
Credits
Vodafone
Group Chief Marketing Officer, TPG Telecom: Bec Darley
Head of Brand and Marketing: Lisa Cronin
Head of Brand and Partnerships: Krista Blythe
Brand Manager: Laura Mura
Howatson+Company
Chief Executive Officer + Founder: Chris Howatson
Chief Client Officer: Katherine Chen
Senior Business Director: Juliet Loneragan
Senior Business Manager: Beth Toothill
Executive Strategy Director: Katharina Vassar
Chief Creative Officer: Gavin Chimes
Deputy Chief Creative Officer: Richard Shaw
Senior Art Director: Jack Close
Senior Copywriter: Zak Hawkins
Chief Design Officer: Ellena Mills-Stainer
Head of Design: Trent Michael
Designer: Harry Chambers
Studio Lead: Simon Merrifield
Head of Production: Holly Alexander
Head of Music and Sound: Shane Vancuylenberg
Production: Caviar LA
Managing Director: Michael Sagol
Executive Producer: Tova Dann
Director: Neal Brennan
Producer: Dave Bernstein
DOP: Janusz Kaminski
Production Designer: Max Orgell
Post Production: Heckler
Post Executive Producer: Steven Marolho
Post Producer: Coralie Tapper
Lead Editor: Mark Bennett
Head of VFX: Tom Corbett
Colourist: Fergus Rotherham
VFX Supervisor & Lead Flame: Julian Ford
Photographer: Robby Klein
Media agency: Starcom
