Vodafone is offering its 7.84 million Pay As You Talk customers 20 per cent extra airtime when they top up their mobiles between September 1 and October 12.

The ‘20 per cent free’ calling credit is automatically applied upon activation of all top-ups of £20 or more.

The promotion was first launched in February 2002, and Vodafone says that as a result mobile phone users increased their average weight of purchase. The promotion also saw an increase in customer footfall allowing retailers to cash in on other related impulse purchases.

Ian Haynes, head of channel marketing at Vodafone UK, commented: “Last year’s ‘20 per cent free’ calling credit promotion was very successful, with customers trading up to higher denominations to realise the benefit of the extra calling credit.

“We are expecting this top-up promotion to achieve similar results with customers continuing to use the extra calling credit as a bonus and applying more credit to their phone.

“We are urging retailers to fully support the promotion in their store by stocking e-top-up swipe cards and £25 top-up cards and displaying the point of sale material clearly at the till-point to ensure their customers are fully aware of the promotion”.

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