Live!'s high-profile launch two years ago, supported by ads featuring David Beckham, attracted about 2m customers in the UK, but Vodafone is concerned that awareness and use levels are now falling.
Live! is the mobile hub for all of Vodafone's content and services, such as ringtones, games and video, and is critical to the operator's strategy to raise user revenue with added-value services.
In the run-up to Christmas, a £13m 3G launch campaign (Marketing, 20 October) aims to boost the number of customers buying games and downloading content. Vodafone has set itself ambitious targets for the end of this year.
The advertising, breaking in the next few weeks, was created by J Walter Thomps-on. It will include executions featuring Beckham as well as generic ads highlighting the services offered by Live!, such as mobile gaming and picture messaging.
Vodafone is also planning an integrated campaign for both Live! and its 3G services in which digital marketing will play a prominent role.
Raising awareness of Live! is vital for Vodafone, as it will be the launch platform for 3G. The offering will include video-calling and Premiership highlights.
Both Vodafone and JWT declined to comment.
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