Arnold, Vonage: ‘Ready to Go’ in TV Salvo

BOSTON Havas’ Arnold has introduced its first campaign for Internet phone company Vonage since winning the account in October following a review.

The client said three TV spots broke on Dec. 26. They show people doing “stupid things,” such as engaging in dangerous snowmobile and skiing stunts. Supers read: “People do stupid things. Like pay too much for phone service. So switch to Vonage.”

At the close of each 30-second spot, a voiceover says, “If you’ve got broadband, you’re ready to go.” There is no tagline.

The budget is approximately $75 million, with about half of that amount earmarked for online initiatives.

Boston-based Arnold won the buisness in tandem with its Havas media sibling MPG [Adweek Online, Oct. 25]. That review also included Aegis Group’s Carat in New York, the media incumbent, which pitched with Freestyle Interactive in Boston, the interactive incumbent; and the team of Interpublic Group’s Lowe in New York and aQuantive’s Avenue A/Razorfish in Seattle.

A spring TV and radio campaign from New York’s Korey Kay positioned Vonage as “Your telephone company’s worst nightmare.”

The client in Edison, N.J., provides VoIP (voice over Internet protocol) service designed to rival traditional telephone technology. Vonage, a privately held company, is on top in the segment with an estimated 350,000 customers, followed by Cablevision’s Optimum Voice, which has more than 100,000 customers. Vonage’s consumer base has nearly tripled since the end of 2003, when it had 83,000 users, according to the company.