Vodafone: Before launching Vodafone, or David II vs Goliath II

Launch in 1985 for Racal's Vodafone. Aimed to secure at least 40% market share in the first 12 months, competing with Securicor and British Telecom. Also wanted to build at least 50% new subscriber share by year 3 and to create a market of 50,000 subscribers to cellular radio in the first year. Wanted to introduce the brand and make customers comfortable with the idea of cellular radio. Began with a pre-campaign at COMMS exhibition to the trade, then a main campaign to establish awareness. Awareness very high especially in advertised areas despite huge spend from BT. Subscriber share reached target by the end of 1985 and was 49% by mid-1986.