Ali Wong returns for Vodafone to take aim at big telco pricing
The campaign says they can get a 'big telco experience that’s cheaper than TBLEEPra'
Vodafone has launched the next chapter of its Ali Wong campaign via Howatson+Company, targeting big telco pricing.
The campaign challenges the category by showing customers they can get a “big telco experience that’s cheaper than TBLEEPra” (Telstra)
Wong returns in a tongue-in-cheek interaction with a stereotypical “big telco” legal team, doubling down on Vodafone’s message that Australians can get a strong telco experience without paying more.
The new campaign builds on Vodafone’s broader positioning around value and premium network experience.
Bec Darley, Group Chief Marketing Officer at TPG Telecom, said Wong has helped the brand cut through by saying what customers are already thinking.
“Ali has helped us cut through because she says what customers are already thinking.
“This next chapter doubles down on our belief that a premium telco experience shouldn’t come with a premium price tag.”
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Howatson+Company on the work
Richard Shaw, Deputy CCO at Howatson+Company, said the campaign takes a more direct approach to the category.
“Once again, Ali is asking a very fair question: why are people paying more?
“This time we’ve been even more direct and playful in the execution”.
The campaign will roll out nationally across film, online video, social and out-of-home.
Top Image: Ali Wong
