Telecom switch sparks ad war

SYDNEY: The launch of mobile number portability (MNP), which allows customers to switch telecom carriers and retain their phone numbers, has sparked a fierce marketing battle among Australia's five largest telecommunications companies. Telstra, Optus, Vodafone, Virgin Mobile and Orange have kicked off marketing campaigns focused on MNP to capture new customers as well as hang onto their existing subscribers. All eyes are on newcomers Virgin and Orange, which are expected to use MNP to steal market share from their established competitors. Virgin Mobile marketing director Jean Oelwang said a limited marketing budget had ruled Virgin out of television, but creativity would be key to its effort. "We don't have the budget to play with the big boys so we have taken to the streets," Oelwang said of the brand's "It's worth moving" campaign. The brand has worked closely with its agencies, primarily the Glue Society and Host, to gain exposure through outdoor and radio. However, Optus, like Telstra and Vodafone, has taken a more expensive route, saturing the market with TVCs, new rate plans and outdoor and print campaigns. Optus director of consumer marketing mobile, Paul Kitchin, said the brand had been preparing for MNP for years. Its campaign, by George Patterson Bates, targets the general public and small business clients. Although the major telecom operators have more money to play with than Virgin and Orange, Kitchin said marketing budgets won't be the deciding factor in the battle for market share. "Customers are looking for value propositions," he said. The MNP campaigns are expected to run until year end.

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com