Vodafone Ireland has launched an advertising campaign to promote Secure Net, its new digital protection product aimed at parents.
Secure Net works through Vodafone’s network and is available both inside the home on a fixed broadband connection for multiple devices, and outside on a connected device.
Available as an add-on to both new and existing customers, Secure Net on the Go for Vodafone mobile customers is available for 99c per month, while Secure Net at Home for Vodafone broadband users costs €2.99 per month.
Secure Net enables parents to manage restrictions on children’s devices, limiting their children’s online use and schedule as necessary.
The advertising campaign will run across multiple channels for six weeks, highlighting to parents and individuals the opportunity to protect their families and themselves online.
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Orla Nagle, Vodafone head of brand, commented: “This campaign brings to life the functionality of our new Secure Net product and the reality of digital threats for teenagers and families. Consumers are more aware of online security than ever before, as phishing and malware scams increase. We understand that this is a challenge for everyone, but especially for families with children using connected devices. This fully integrated campaign aims to highlight how daunting new experiences can be for teenagers.”
The ad spots, devised by London creative agency Grey, showcases the product’s functionality and the emotional element of how Secure Net offers parents peace of mind.
The TV ad sees teenager Aidan navigating his way through the first day of school highlighting how dauting new experiences can be for teenagers. The ad shows different scenarios of him searching and being protected by Secure Net from malicious or inappropriate content on his devices.
In the final scene, Aidan looks to his phone for reassurance on the bus to school, innocently typing ‘How do I make friends?’. Malicious links pop up and straight away Secure Net kicks in with a warning, blocking access. It ends with Aidan making a true connection with a new classmate.
