The initiative, which applies to both new and existing customers, aims to replicate the success of One2One's (T-Mobile) free weekend calls offer in the 90s. It was credited with building the young brand’s customer base.
A heavyweight TV campaign by J Walter Thompson, which breaks this week, will support the offer.
O2 and 3 are expected to be most affected by Vodafone's move, as they are currently signing up the highest number of customers. O2 is expected to unveil a similar initiative within weeks.
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