Following the success of their social experiment #LookUp during Valentine’s Day, Vodafone India decided to extend the campaign to Father’s Day with a digital video on a father-daughter relationship. The video takes viewers through a daughter’s thought process while choosing and uploading a picture on a social media platform for the occasion. It garnered 2.5 lakh views (at the time of filing this article).Renowned singer Shankar Mahadevan and his son Siddharth Mahadevan also collaborated with the brand for this campaign.
For the uninitiated, the social experiment (during Valentine’s Day) conducted at a restaurant in Mumbai,with a ‘Vodafone Phone Valet’ concept, encouraged people to keep their phones aside for some time and actually talk to the person in front of them.Siddharth Banerjee, EVP Marketing, Vodafone India,said, “The phone valet let young couples check-in their phones at the beginning of their date night so they can spend the evening free of distractions and focus on their Valentine. We then captured their reactions at the end of the night and compiled it as a video to inspire others to #LookUp.”
This video got 15 million views and was shared over 40,000 times in a short span of time.
Banerjee explained the reason for choosingFather’s Day as an occasion to extend their #LookUp campaign. “The father-child bond is special. For many, their father is their first real hero. The idea of #LookUp is to celebrate real conversations. Following the overwhelming success of the social experiment done on Valentine’s Day, we extended this social experiment to Father’s Day to make the day special by allowing users to create memories and have real conversations,” he said.
Apart from the numbers, the experiment was a success among celebrities as well. Banerjee said,“People also began to challenge each other to try this out. Celebrities like Soha Ali Khan and Harbhajan Singh too joined the movement by challenging their partners to #LookUp. Even few leading retailers approached us to set up phone valet services at their outlets.”
How does it help a telecom company to show people the merits of setting their phones aside? The EVP clarified that it’s more about their responsibility as a brand than business. “As a responsible brand, we want to remind our consumers that the virtual world cannot replace the real world and we’ll take every opportunity to encourage people to celebrate life with some offline love and real conversations. With this idea of #LookUp, we are trying to enable everyone to spend time to create memories and have real offline conversations,” he said.
Banerjee pointed out that they will restrict the campaign to digital platforms. “The success of our Valentine’s Day #LookUp campaign has infused the confidence in us that we have touched the right chord. Hence, like last time, we have kept it simple and have planned our communication on digital platforms with social media playing a pivotal role,” he said.