The campaign, created by JWT, will run for nine weeks. It will be aimed at the under-30s, with the first TV ad breaking during coverage of the World Cup final on Sunday (9 July). Dominic Chambers, Vodafone head of brand marketing, said the new tariff was a response to T-Mobile's Flext option.
The Vodafone ad uses the new strapline 'Where will your conversation take you?' It follows a young woman talking on the phone as she walks through various landscapes, using the soundtrack Another Girl, Another Planet by The Only Ones. The landscapes change to reflect the characters of the different people she talks to until she switches the phone off and is transported back to reality.
The campaign will be supported by a microsite developed by Dare, with media handled by OMD.
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