Vodafone: Before launching Vodafone, or David II vs Goliath II - IPA Effectiveness Awards Case Study 1986

Brief Description: Launch in 1985 for Racal's Vodafone. Aimed to secure at least 40% market share in the first 12 months, competing with Securicor and British Telecom. Also wanted to build at least 50% new subscriber share by year 3 and to create a market of 50,000 subscribers to cellular radio in the first year. Wanted to introduce the brand and make customers comfortable with the idea of cellular radio. Began with a pre-campaign at COMMS exhibition to the trade, then a main campaign to establish awareness. Awareness very high especially in advertised areas despite huge spend from BT. Subscriber share reached target by the end of 1985 and was 49% by mid-1986. ;---(TAGS)--- Full Title: Before launching Vodafone - or David II vs Goliath II ; Number: 1986/27 ; Brand Name: Vodafone ; Client: Vodafone Group ; IPA_ProductCoding: Telecoms (Telecoms - mobile networks) ; Agency: Saatchi & Saatchi Compton ; Author: Mike Liebling ;