Vodafone has shelved its controversial Kidults campaign in favour of a more rational creative.
A new ad campaign, bigging up the brand's claim that it covers 96% of Australians, launches this week.
A spokesperson for Vodfafone told AdNews that the Kidults campaign achieved its objectives of disruption, getting people talking and rethinking the Vodafone brand, adding that because the 2014 campaign is more about rational messages about the service and network, it needs a different creative approach.
Vodafone is not spending as much on the campaign as it did the Kidults brand campaign but the ads will be prevalent across social media, free to air TV and a significant outdoor presence that will see the ads appear on buses and taxis in major Australian cities in the next few weeks.
Three ads are currently in the market. One spruiking coverage, one 4G network and one on a Samsung Galaxy S5 handset offer. Digital activity will ramp up through the week and will include a 24-hour Facebook ad takever.
Jana Kotako, general manager of brand, said: “Vodafone has an amazing story to tell, which is why we’ve introduced a presenter who is able to deliver our messages more directly for this campaign. Our new 4G network is lightning fast and our overall network coverage now reaches 96% of all Australians. Our new plans enable our customers to do more of what they love…. more surfing, tweeting, sharing, streaming and posting. Our new campaign and plans are centred around giving our customers more of what they want…. more internet.”
The Kidults campaign will not be used again but Vodafone still works with Ogilvy & Mather the agency that created Kidults.
The Kidults campaign was controversial when it launched and attracted some criticism for sexualising children. The brand received 30 complaints about the campaign.
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