Switch & SAVE

Specifically mentioning competitors in ad campaigns is common in certain industries like telecommunications, it does happen across various sectors, including retail, technology, and services. Here are a few notable examples across different industries:

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1. Telecommunications:

   • Vodafone vs. BT: Vodafone's campaign highlights that customers using BT, EE, and Sky on the Openreach network could save over £200 annually by switching to Vodafone's broadband services. The company is targeting the 8 million BT customers overpaying for the same broadband technology. Vodafone is offering incentives for switching, including covering early termination fees up to £100 and promoting savings up to £514 for SOHO customers against BT's offerings. The initiative aims to ease the switching process and save customers money, emphasizing the need for industry transparency and consumer awareness of available choices and savings.

   • Sprint vs. Verizon: In the past, Sprint launched a campaign that directly mentioned Verizon, challenging their network reliability claims and offering deals for Verizon customers to switch to Sprint.

2. Fast Food:

   • Burger King vs. McDonald's: Burger King has run several campaigns directly targeting McDonald's customers. One notable example was the "Whopper Detour" campaign, where customers were encouraged to go near a McDonald's to unlock a deal for a 1-cent Whopper on the Burger King app.

3. Supermarket:

   • Aldi vs. Tesco: In the UK, Aldi has been known to compare its prices directly with Tesco's, showcasing the savings customers could achieve by switching from shopping at Tesco to Aldi. They've used comparative advertising in their leaflets and television ads, explicitly naming Tesco and other competitors.

4. Technology/Electronics:

   • Microsoft vs. Apple: Microsoft has launched several campaigns for its Surface products that directly compare them to Apple's MacBook, highlighting features or price points where they believe the Surface offers a better value.

5. Banking:

   • Santander vs. Other Banks: Santander UK has offered incentives for customers to switch their current accounts from other banks, sometimes mentioning the lack of benefits in competitor accounts as a reason to switch, although they may not always name the banks directly.

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These campaigns use a mix of humor, direct comparisons, and incentives to convince customers of the benefits of switching from a competitor.

Whilst it invites direct comparison,  it can also be effective in highlighting differences and persuading customers to change from their existing provider.