One way to attract interest and get people liking your brand is to talk about something that occupies their thoughts. With mobile users, being available and (these days) having good and fast data access is important. So what better way to attack your competitor than expose their weakness: bad coverage.
I like this example because it’s showing that German companies are getting braver and are more willing these days to battle it out with comparative advertising.
Also, the branding and clear colour coding is well done. There’s little to distract you. No real image being pushed. It’s a functional message, a straight us vs. them comparison. At the bottom (if the resolution were high enough), you’d see the facts, an important issue with comparative ads as they have to be fair and truthful. If you can’t prove your claim in such ads, you’ll be forced to withdraw it. Although by then of course, as we saw with the O2 example, byan ad can go viral and you still get media coverage.
So Telekom can do little about this aggressive campaign, except maybe update their network or find a way to poke back at Vodafone, neither of which I predict will happen in the near future.
But maybe they’ll surprise me.