The £8m promotion will focus on picture messaging at Christmas, with Vodafone predicting that the seasonal period will prove a major boost to picture-enabled mobile phones and its content and data service Vodafone Live!.
A TV campaign, created by J Walter Thompson, will break next week, featuring humorous Christmas scenes. It will be supported by ongoing activity in the press, on posters, outdoor and online.
Vodafone will also run a series of in-store promotions, including a free DVD player offer and special Vodafone Live! tariffs, which will be introduced in December.
Lance Batchelor, UK marketing director of Vodafone, said the work was aimed at 18- to 34-year-olds because the market for Live! has "moved on from the early adopter".
Vodafone Live! has 710,000 users, and Batchelor predicts that it will easily exceed its one million connections mark by the end of March 2004.
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