Vodafone India has launched ‘Every Recharge wins’ – its pan-India initiative exclusively for Vodafone’s close to 160 million pre-paid customer base. This initiative awards each customer an assured prize.
Started on July 24, 2014, the campaign will continue for four weeks. The 360 campaign will be visible across mediums such as TV, print, OOH and digital.
The television campaign will involve more than 60 channels across genres and also target the ongoing India vs England Test series. Vodafone has also tied up with two radio stations in 40 markets for four weeks. The 360-degree campaign also involves cinema advertising and the DTH platform.
The digital campaign aims to drive awareness among the internet audience and also ramp up the current online recharges. The initiatives include:
• Presence on transaction platforms such as paytm.com, justrechargeit.com, freecharge.in, ezrecharge.in, fastrecharge.com, etc.
• Use of social media platforms such as Facebook to target 18 million Vodafone users through sponsored posts.
• Gmail sponsored promotions (GSP) for consumers who have done recharge on line.
• Mobile search targeted towards 12 million Vodafone users.
• Target the online deal seekers with presence across e-commerce sites Flipkart, Snapdeal, Groupon, mydala, cashkaro, etc.
• Tap the Smartphone users through presence on high affinity apps across News, Sports, Music genres and Utility.
Commenting on the campaign, Ronita Mitra, Senior Vice President, Brand Communication & Insights, Vodafone India said, “Every Recharge Wins is targeted towards our discerning pre-paid customers, providing them added benefits for the same price and encouraging them to recharge big in order to win big. The advertising campaign is conceived to reach out to our close to 160 million pre-paid customers through various mediums such as TV, print, digital and radio. The television campaign aims to drive visibility and awareness about Every Recharge Wins proposition. We will connect with our internet savvy customers through a digital outreach and also more online recharges.”
The campaign has been executed by Ogilvy India. The brief to the agency was to bring alive the two key propositions of everybody wins and higher recharge – bigger prize so as to establish that Vodafone offers more (extra benefits) for every recharge. The key consideration while delivering the campaign was to ensure a big announcement feel as the shelf life of promotions is low, so customer reach has to be ramped up quickly.
In the first TVC, a boxing match knockout moment is followed by the referee announcing the winner, raising his arm. But the winner repeats the same with someone else and the chain follows all around the spectators until it finally comes back to the losing guy. Thus, demonstrating that there are no losers and in fact everybody is a winner. Much like Vodafone recharge, where anyone who recharges is sure to win.
The second TVC explains further how higher amount recharges will get the user bigger prizes. It is established over a local weightlifting championship. One contestant lifts weights and is applauded for his feat. Next contender repeats the task, but with a bigger weights. Both of them stand as winners, posing with their respective trophies, showing how a bigger feat has fetched a bigger trophy.
Both the promo propositions are embedded in simple stories to drive message delivery.
Watch the ads here...