VODAFONE : UK CUTS TIES WITH BROADBAND LINE RENTAL IN NEW TV AD

Vodafone UK has unveiled the removal of home broadband line rental charges and the introduction of transparent easy to understand pricing for all new and upgrading Vodafone Unlimited Fibre Broadband customers in their latest TV advert. This industry first marks a step forward for Vodafone towards becoming one of the UK's leading providers of consumer communications and entertainment services.

The ad centers around Vodafone liberating home broadband customers from the frustration and confusion that revolves around their home broadband pricing, as Vodafone's 'go-to guys' are seen ripping up their bills in celebration of their new found freedom. The new ad campaign, which is set to go live tonight across popular TV slots, including Coronation Street and 8 out of 10 Cats Does Countdown, highlights the elation of customers at no longer paying for a service they don't want, culminating in people from all walks of life joining together in a flurry of paper in the street, shredding and throwing away their line rental bills for good.

Highlighting this big industry step forward from Vodafone, the ad celebrates a transparent and easy way to understand home broadband pricing for a package that still includes the home phone line as well - which customers are able to enjoy without the hassle of the additional line rental charges for it.

Bilge Ciftci, Head of Brand at Vodafone UK, said: 'The ad brilliantly captures the freedom our new simple pricing gives customers by depicting a really positive new approach by Vodafone, so customers can enjoy our broadband without the worry of confusing charges and only pay for the great broadband service they want.'

The advert was created and developed by Grey London.

-ends-

About the campaign:

• Part of an integrated campaign across Vodafone's owned channels
• Media Channels: TV / Cinema / VOD / Facebook / You Tube
• TV traffic channels: ITV / Channel 4

The Vodafone advert can be found on the Vodafone UK YouTube channel: https://www.youtube.com/watch?v=FgB0hbpwktM

Creative Credits:

Executive Creative Director: Nick Rowland

Creative Directors: Mark McCall & Richard Dorey

Senior Creatives: John Gibson & Sam Haynes

Account Director: Lucy Kozak

Account Managers: Josh Adley & Celia Scruby Account Executive: Rebecca Jackson

Senior Planner: Sarah Oberman

About Vodafone UK

Vodafone is one of the world's largest telecommunications companies and provides a range of services including voice, messaging, data and fixed communications. Vodafone has mobile operations in 26 countries, partners with mobile networks in 55 more, and fixed broadband operations in 17 markets. As of 30 June 2016, Vodafone had 465 million mobile customers and 13.7 million fixed broadband customers. For more information, please visit: www.vodafone.com.

Vodafone UK partners with businesses of all sizes - from start-ups and small businesses to the largest corporates and the public sector. The company has worked with UK businesses for over 30 years, starting out as a mobile provider and becoming one of the UK's leading total communications partners. It provides a range of voice and data services, secure communications infrastructure, fixed and call centre capability, unified communications and was the first mobile phone operator to offer a truly converged service for fixed and mobile.

Vodafone is currently spending around £1 billion on its network and services across the UK following a similar amount spent last year. This includes £200 million on its network in London, the introduction of its 4G service to more than 860 cities and towns, as well as thousands of smaller communities whilst also making network improvements across its UK 3G network. Meanwhile, The Vodafone Rural Open Sure Signal programme is also aiming to bring 3G coverage for the first time to 100 remote communities across the UK.

Vodafone UK

Vodafone UK Media Relations

Vodafone Limited