Telecom brands are finally giving post-paid consumers their place in the sun. Targeting postpaid retail and enterprise customers, telecom service provider Vodafone India has introduced a new postpaid plan called Vodafone RED. The launch was actively supported by a 360-degree holistic marketing campaign with a mix of TVCs, print, outdoor and in-store promotions.
The objective of the campaign was to establish Vodafone RED as a leadership postpaid product with a compelling value proposition. The campaign highlights Vodafone Red's three main features: 'Combo Plans', 'Pool & Share' and 'Relationship Manager'. Kinetic India got the excitement of all the three features on the streets for Vodafone spreading the plan message.
The OOH campaign was executed pan India starting September 15. Besides creating impact with large format billboards and gantries at key junctions and arterial roads, the campaign reached out to the targeted audience in the most efficient and effective way along various high reach media like bus shelters, railway foot-over bridges and utilities.
In Gurgaon, the entire Vodafone Belvedere Metro Station has been transformed into a complete Vodafone RED branded arena.
Apart from this Vodafone RED branded helium sky balloons atop Vodafone Stores were used. These balloons were also installed in some of the major garba grounds in Gujarat.
To link the communication with the ongoing TVC, innovations were done at strategic locations like Bandra ROB, Mahim causeway etc through simple stories to drive message delivery. The campaign was executed using hoardings that were creatively fabricated in key locations to give 3D effect like a musician playing a guitar, life-size mannequins representing a group of your family members and a cycle with goodies. Fittingly, the creative message was kept simple and succinct - RED!!
Discussing the relevance of the OOH medium, Ronita Mitra, Senior VP - Brand Communication and Insights, Vodafone India, said, “In order to establish Vodafone RED as a leadership post-paid product with a compelling value proposition, we have launched a high decibel marketing campaign that brings alive the key features of the product. While the product has a lot of features, the launch campaign will focus on the key benefits of Combo Plans, Pool & Share and Relationship Manager. The outdoor communication aims to amplify the awareness about Vodafone RED and supplement the television campaign. As a part of this campaign, we have installed large size Vodafone RED branded helium sky balloons atop Vodafone Stores. These balloons are also installed in some of the major garba grounds in Gujarat. Another important feature of the campaign is the Vodafone Belvedere Metro Station in Gurgaon, which has been transformed into a complete Vodafone RED branded arena. A mix of all these mediums together helps us ensure high launch impact in the key cities.”
Commenting on the campaign, Amit Sarkar, COO, Kinetic India, said, “For the ‘Vodafone RED’ campaign OOH’s role had been well defined and that was to establish high impact clutter breaking brand visibility at most relevant touch-points targeting the right TG, considering a new post-paid product launch. The outdoor campaign was carefully crafted to be in line with the Vodafone brand image of category leader in the minds of the post-paid users. The objective is well achieved with a strategic mix of landmark large format billboards and other tactical OOH vehicles like BQS, Mobile Displays, Metro stations etc. at select priority markets. Moreover, the media selection too had been done to support multiple creatives that were used on this campaign. Both billboards and bus shelters had been displayed in a set of three, in a row one after the other, which created ‘Red Corridors’ on few key stretches within the city. Innovative displays with huge life size cutouts and LED illumination too made the campaign larger than life. Besides traditional OOH, huge branded backlit helium balloons atop the Vodafone Stores added to the overall impact of the campaign.”