Vodafone readies £13m activity to back 3G debut

Vodafone is planning a £13m 3G launch marketing campaign intended to banish concerns that the technology is not ready yet.

Marketing has learned that, following extensive tests of its network, Vodafone chief executive Arun Sarin will approve the long-anticipated UK debut of its 3G services early next month.

Branded Vodafone Live! 3G, the next-generation service will offer video calling, film and music content and Premiership football highlights.

Advertising by Vodafone roster agency J Walter Thompson will build awareness of the technology, but also reinforce the fact that 3G will be available through the existing Live! service.

The campaign will include TV ads featuring David Beckham as well as executions promoting the different services. They will use the Live! strapline 'How are you?'

Vodafone will time the advertising, including heavy digital activity, to coincide with the pre-Christmas period.

Vodafone and JWT declined to comment.

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