Vonage Starts Rallying Cry For Broadband Phones

With large communications companies mostly on the sidelines and smaller players focusing on highly targeted direct and online efforts, Vonage is hoping to take an early lead in the broadband-telephone field with a $15 million national campaign.

TV and radio work from New York shop The Gardner-Nelson Project portrays Vonage as the rallying point for a grassroots movement against traditional phone companies. Vonage provides phone service through the Internet for a flat monthly fee, a system known as Voice Over Internet Protocol or VoIP.

In one TV spot—fashioned in 30-second, 60-second and 1:20 versions—shop owners post signs in their windows that read, “Down with high phone bills, switch to Vonage.”