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Vodafone

Vodafone disrupts the broadband market

Posted by faye.stammers | 05 December

Vodafone are a global telecoms giant, however, are a challenger in the UK broadband market. They face tough competition from the ‘Big Four’ Internet Service Providers (ISP) who collaboratively own 95% of the market. 

The Challenge

With consumers becoming increasingly savvy, price alone is not going to win the battle, so what could Vodafone offer to make themselves more appealing to consumers against other ISP’s?

There is usually little differentiation between the added extras that ISP’s offer to consumers. Rewards usually centre on cashback or package add-ons such as mobile data boosts or access to added channels. This cluttered environment is highly confusing for consumers who face message overload, leading to a ‘choice coma’. 

Objectives

  • Drive customer acquisition
  • Cut-through the cluttered market with an unmissable stand out offer
  • Disprove received wisdom that cashback is king

The Campaign

The ‘Awesome Tech Gift’ campaign, ran form the 9th August - 11th September 2017 and gave every customer who took out a home broadband package the chance to redeem a free piece of tech worth up to £199. Customers could also choose a cash alternative in the form of a £75 pre-loaded MasterCard.

The free gadgets up for grabs included a Fitbit Charge 2 worth £139.99, a TomTom Camera worth £169, a Sonos PLAY:1 wireless speaker worth £199 or Sennheiser headphones worth £169.99. 

Results

The campaign cut through and was labelled “Broadband Deal of the Week” by The Metro, cable.co.uk and Uswitch. The Sonos PLAY:1 was the most popular reward and 86% of customers chose a technology gift. Just 14% chose the prepaid MasterCard, proving that a valuable, emotional and relevant reward is more sort after than rational cash.

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For press or partnership enquiries please contact, Emma Critchley on 020 7725 6000 or via email emma.critchley@tlcmarketing.com

About TLC Marketing UK 

TLC Marketing Worldwide is the global leader in loyalty, incentive and reward campaigns, allowing brands to outpace their competition for a fraction of the cost of price led alternatives. TLC Marketing UK are the Institute of Promotional Marketing (IPM) Agency of the Year 2017 and won The Queen’s Award for Enterprise in International Trade 2016. In 2016/17 they won a number of awards for their work with Continental Tyres, Bupa, Pallas Foods and Braun. Other clients include Eon, HSBC, First Direct and Yakult.

About Vodafone 

Vodafone Group is one of the world’s largest telecommunications companies and provides a range of services including voice, messaging, data and fixed communications. Vodafone Group has mobile operations in 26 countries, partners with mobile networks in 49 more, and fixed broadband operations in 19 markets. As of 30 June 2017, Vodafone Group had 523.5 million mobile customers and 18.5 million fixed broadband customers, including India and all of the customers in Vodafone’s joint ventures and associates. 

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