Ryan Reynolds fronts BT 'behind the scenes' ad

Today's top stories including Ryan Reynolds fronts BT 'behind the scenes' ad, plus which firms have the best reputation among the UK public?

Vodafone to reassure customers with 30-day guarantee campaign

Most read: Vodafone's 30-day guarantee campaign to reassure customers

Vodafone's latest TV campaign will promote itself as the first UK mobile operator to offer a 30-day network guarantee, after complaints from customers rose sharply last year.

A TV spot, created by Grey London, will air during Gogglebox on Channel 4 at 9.10pm and feature three men travelling around the UK putting Vodafone's network to the test as they visit different towns and rural areas.

The brand is encouraging customers to "immerse themselves" in Vodafone’s network so they feel they have made the right decision before committing, with an option to cancel their contract within 30 days if they are not satisfied.

The campaign comes a month after an Ofcom report revealed complaints about Vodafone from mobile users had rocketed last year, with Vodafone customers 10 times more likely to complain about their mobile contract than at O2 or Three.

Ryan Reynolds fronts BT 'behind the scenes' ad

Advertising: Ryan Reynolds fronts BT 'behind the scenes' ad

Ryan Reynolds will follow in the footsteps of Ewan McGregor and Rebel Wilson in the series of ads featuring movie actors parodying the process of filming a TV ad.

The BT TV campaign will be supported by digital and social media, with Maxus handling the media planning and buying for BT.

More advertising news

Apple might add paid search to the App Store

Tech: Apple might add paid search to the App Store

Apple is reportedly working on a major overhaul of the App Store, considering new features like paid search.

This would allow apps and services to pay to appear higher within search results, much like Google's Play Store. For example, search for 'voice recorder' on an Android device, and an ad for SmartMob's voice recorder appears above organic results.

The new team working on the changes is led by Todd Teresi, who led the now-defunct iAd team at Apple.

Also in the news

Which firms have the best reputation among the UK public

Marketing: Which firms have the best reputation among the UK public?

Lego, Ikea and BMW Group are the firms with the best reputation among UK consumers, says new research that finds UK companies are increasingly falling behind their foreign counterparts in terms of reputation among the British public.

The RepTrak study, which surveyed 50,000 people in the UK, also identified Airbus Group as the firm with the largest improvement in reputation between 2015 and 2016, while Volkswagen suffered by far the biggest decline following last year’s emissions scandal.

Companies were ranked out of 100, and 10 firms received an "excellent" rating of 80 per cent or more:

  1. Lego Group
  2. Ikea
  3. BMW Group
  4. Sony
  5. Rolls-Royce Aerospace
  6. Aston Martin
  7. Rolex
  8. Samsung
  9. Bosch
  10. Kellogg’s

More marketing news

Clinton and Trump: The brand war between old and new

Clinton and Trump: The brand war between old and new

Voting isn't comparable to choosing a can of soup, but what do Clinton and Trump's successes tell us about marketing to Americans? ask TNS research director William Landell Mills and vice-president Audrey Looker.

Donald Trump represents a new kind of political phenomenon, one where the distinction between a commercial brand and a political one has evaporated.

As the establishment insider, Hillary Clinton represents something more conventional. Either way, both candidates are political brands, and as brands, it is revealing to assess them from a marketing perspective.

Continue reading, Clinton and Trump: The brand war between old and new.


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