Campaign details

Brand: Vodafone
Agency: Grey London & Wavemaker

Introduction and Background

MARKET OUTLINE - IRISH MOBILE MARKET REACHES ITS PEAK

  • By the end of 2012, the Irish mobile phone market had peaked – subscriptions exceeded people in the market as penetration reached 119%.

DECLINING REVENUES ACROSS THE MARKET

  • Network offers had become richer and deeper as operators aggressively fought for market share. Revenues were driving downwards, which further fuelled the competitive roundabout.

VODAFONE'S NUMBER ONE MARKET POSITIONING WAS AT RISK

  • Vodafone were number one in the market, but their market share of subscriptions was dropping thanks to highly aggressive new entrants, who were effectively buying share.
  • Tesco was offering cheap offers on the Pre-Pay side, and Three Mobile were going after the Bill Pay market with their "All-you-can-eat" data offer.