|The "Australian-first partnership" will see Nova's Drive show broadcast through the Vodafone 4G network for six weeks from today, going out to Sydney, Melbourne, Brisbane, Adelaide and Perth from 4pm to 6pm weekdays.|
Vodafone will provide 4G data services, looping back packetised audio through its network before transmission via Nova Entertainment's existing audio distribution network, with the telco providing standard SIM cards and support services.
Vodafone has been pushing its 4G capabilities, having last month introduced a new money-back network guarantee.
"We've invested billions of dollars in our network in recent years, and we're keen to demonstrate just how reliable it is," Vodafone chief marketing officer Loo Fun Chee stated today upon announcement of the Nova broadcast.
"Our campaign, which is currently in market, includes TV, digital and outdoor advertising, but this isn't just about us saying how good our network is, we want to prove it.
"On top of Vodafone's network satisfaction guarantee and our 40 per cent improvement in last year's CommsDay P3 Mobile Benchmark report, Australians can also listen to the Nova Drive show in any of the five capital cities to judge the reliability of our network for themselves."
While rival telco Telstra has suffered a series of outages this year, Vodafone has been ramping up promotion of the reliability of its network.
"We want Australians to know that they do have an alternative when it comes to their mobile provider, and we're willing to show them that they don't have to settle," Chee commented.
The partnership will also see Vodafone sponsor the program's Quick Draw mobile game, which will be taken around the country in the Quick Draw bus, with the telco supporting the broadcast and promotional activities from July 18.