Mobile phone giant Vodafone will kick off a $367 million global communications campaign on Sept. 1 with a 60-second spot on U.K. and pan-European TV during the England vs. Germany World Cup Qualifying soccer match.
The campaign, the largest in Vodafone's history, will support the "How Are You?" message in TV, cinema, print and outdoor media campaigns in all its key markets. During the months the campaign runs, Vodafone predicts it will rank among the top three biggest spending advertisers in each country.
"This campaign is a crucial step in our plans to establish Vodafone as one of the world's leading brands," said David Haines, Vodafone global brand director.
The campaign is the first created by Wieden & Kennedy, Amsterdam, since being named lead global creative agency in May. London ad agency WCRS will continue to develop U.K.-specific communication.