Vodafone, known for creating impressive outdoor impressions, was seen lying low in the first half of 2012. With festive season and the new offering that it has initiated, the telecom giant has yet again rolled out an interesting outdoor campaign.
This initiative is focussed on the 121 offer that the telecom player has brought in the market. 121 is Vodafone’s IVR (Interactive Voice Response) and USSD (Unstructured Supplementary Services Data) based service that tailors customised offers for each customer, based on customers’ unique needs.
This campaign is created to attract the SEC B and C segment of customers that are price conscious and have a better affinity to IVR-based services. It is currently active pan-India with a concentration in markets such as Gujarat, Uttar Pradesh, Maharashtra, West Bengal, Delhi, Tamil Nadu, Rajasthan, Karnataka and Bihar for six weeks.
Ogilvy & Mather has conceptualised the campaign. It was executed in various markets by Vodafone corporate and circle brand teams with help of local vendors.
Anuradha Aggarwal, Senior Vice President – Brand Communication, Insights and Online, Vodafone India said, “In a highly competitive Indian telecom market, with almost 10 brands vying for mind space and market share, the challenge of retaining customer interest, engagement, loyalty, continues unabated. Vodafone has also come out with consistently creative visual themes to highlight its customised products and services. The outdoor campaign aims to dial up Vodafone's credentials as a truly innovative and customer-focussed brand.”
“121 is a service that can be used by any Vodafone customer across the country to get maximum benefit out of their mobile connection, and therefore, the communication has been amplified using a mix of large and small format media across geographies,” added Aggarwal.
More than 600 plus surfaces were employed to carry the campaign, including billboards, bus shelters, signages, gantries, bus panels, pole kiosks, station branding, LED panels and trade fair branding options. This was planned to ensure visibility and message reinforcement for the campaign across customer segments can be maximised over the campaign duration.
Apart from this, there are mall activations planned in Mumbai, Delhi, Ahmedabad and Pune on the barber TVC in December.
Vodafone’s festive outdoor bang...
To keep the festival spirits high, Vodafone initiated two attractive innovations in its south circle.
First being the ‘Cycle to light up the Mysore Palace’ campaign. It was a social initiative by Vodafone that was executed by Bates Landscape in Mysore. The objective was to promote cycling in the city and spread awareness on the various health benefits associated with it. The campaign was executed by Bates Landscape who identified a non lit site size 20”x10” at Ballal Circle, one of the busy junction areas of Mysore. The team built backlit boxes of Mysore Palace design along with other prominent elements on the hoarding and platform in front of the hoarding where cycle was placed. To take the campaign ahead effectively, promoters were appointed to peddle the cycle through which the power was generated which lit up the back lit boxes fabricated on the non lit hoarding.
Another innovation was during the festival of Theppoutsvam in Andhra Pradesh, performed on Dussehra i.e. on 10th day after Navratri. It is supposed to be a boat festival during which presiding deities are taken out in a procession in boat along the river Krishna in the evening.
Therefore, keeping in mind the emotions attached, Vodafone and Bates Landscape together amplified the concept of Theppoutsvam of Vijaywada Kanaka Durga through a unique innovation. Bates used an innovation in Hyderabad at a prime location for the Vodafone pre-paid plan. The innovation that depicts the Theppoutsvam boat moving in the river has been executed on a 80”width x 15” height foot over bridge at Banjara Hills, Hyderabad.