South African network operator Vodacom has launched its new ‘limitless’ advertising campaign in reaction to the ‘unlimited’ offers promoted by Telkom Mobile.
HumanIPO reported in April on Telkom’s 8ta campaign, offering subscribers ‘unlimited’ calls, among other mobile deals.
The Vodacom campaign emphasises the limitless Red VIP smartphone price plan over Telkom Mobile’s recent advertisement-based mocking of Vodacom’s ‘limitless’ products.
While both operators offer smartphone plans with an unrestricted call offer, Telkom appears to have the upper hand in pricing and data restrictions.
Vodacom Red’s deal of limitless calls, limitless SMSs and 1.5GB of data per month is obtainable at ZAR1,999 (US$221) per month.
Telkom Mobile Unlimited Voice supplies similar services, with the difference of no data restrictions at ZAR800 (US$88.5) cheaper.
However, Vodacom asserts its Red VIP smartphone package has greater in value than competitor Telkom.
Speaking to HumanIPO, Richard Boorman, executive head of corporate affairs at Vodacom, said:”By offering things like unlimited voice calls and by doubling the data allowance in the first month, the idea is that our customers should quickly get to the point that they know exactly what their bill will be every month.”
“If your network gave you any data, you could Google it,” one Vodacom Red advertisement reads.
Another states: “People who believe limitless is not a real word are just not very well red.”
The subtle way of hinting at Telkom deals without mentioning the part state-owned company’s name is a skilful strategy in bridging the national legal advertisement regulations.
Fellow operator Cell C complained earlier this year about the country’s marketing laws as prohibiting it from exploiting rival network’s overpriced rates.
Jose Dos Santos, chief operating officer at Cell C, said: “It’s a real shame we can’t do comparative advertising in South Africa,” as the group launched its Wake Up SA campaign in February.
Meanwhile, Vodacom recently triumphed over rival MTN on the reputation ranking list.
