Issue 2 | July 2008
This direct mail piece forms part of a wider integrated Lowe + Draft campaign to launch Vodafone’s wireless broadband modem in New Zealand. They re-named the device ‘vodem’ and packaged it as the first sexy broadband modem in the market. The aim of the direct mail pack was to upsell existing Vodafone voice customers to a Vodafone data plan, i.e. broadband. Vodafone needed to communicate the key differentiators of their product versus competitors, and to substantiate the effortless broadband proposition.
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