When people have a mobile phone Cap Plan that actually suits their needs, how do you motivate them to upgrade to a higher-priced plan? By suggesting they pull the plug on their landline home phone, then put the twenty odd dollars they spend on line rental towards their mobile instead.

As a mobile-only service provider, Vodafone saw an opportunity to upsell existing customers by suggesting they disconnect their landlines – a service provided by other telcos.

The campaign was a huge success and the pack picked up a bronze ADMA Award.