UK Networks Squabble Over 4G Advertising
Published on: 2nd Jul 2013
Two UK networks have engaged in a verbal spat over adverts for LTE services after EE complained that Vodafone was advertising its service ahead of its launch.
In a move that would also reassure Formula 1 that sponsorship on its racing cars still matters, UK based EE complained after Vodafone splashed the slogan "ultrafast 4G" on cars racing in the UK over the weekend.
Citing a Vodafone spokesman, Marketing Magazine said that EE's chief of brand and communications, Steven Day demanded that the company "garage" McLaren's Formula One drivers Jenson Button and Sergio Perez and remove the "Ultrafast 4G" branding.
The spokesman said: "This is sponsorship, not advertising. We're using the car to build further awareness of our forthcoming Ultrafast 4G service. It's a 'static promotion', albeit on a car that can travel at over 200 mph.
EE launched its 1800Mhz based LTE service last year following a special dispensation from the telecoms regulator. Vodafone is expected to launch its LTE network later this year.
Vodafone has sponsored Formula 1 racing teams since 2001, when it started supporting Ferrari. It switched loyalties to McLaren in 2007. However, the company has now decided to stop sponsoring the sport, and this is the final year that its logo will appear on the sports cars.
On the web: Marketing Magazine