Vodafone Essar, in its endeavour to provide differentiated experience to its customers, has launched Vodafone Blue, a phone specifically designed to put the Facebook experience into the heart of the handset.
The new handset launched by Vodafone will allow users to easily share and connect with their friends anytime, anywhere. The phone is designed specifically to bring an affordable integrated mobile Facebook experience.
The Vodafone Blue, developed in collaboration with Facebook, brings the qualities of a classic smartphone, together with popular social networking functions, from status updates to sharing a photo into the hands of millions of people in a mobile phone, competitively priced at Rs 4,950.
Since the phone has been developed in collaboration with Facebook hence the major part of marketing will be done through a Facebook application. Their new TVC will break first on Facebook on September 9. The campaign has been done by the Ogilvy & Mather creative team. The campaign will be on air for a month.
Vodafone Blue will be launched in India with unlimited access to Facebook for a year from the date of its purchase. Speaking on the marketing plan, Anuradha Aggarwal, Vice President - Brand Communication & Consumer Insights, Vodafone Essar Ltd, said, “Social media is our major marketing focus with the traditional media like TV, Print, OOH, etc. The campaign will be playing atleast for a month. We have a very integrated marketing plan.”
Speaking at the launch, Kumar Ramanathan, Chief Marketing Officer, Vodafone Essar, said, “Mobile Internet plays a central role in the daily lives of millions of Vodafone customers, many of whom are avid Facebook users. Vodafone Blue is the answer to our youth’s mobile social networking needs. The phone has been designed to let everyone experience the fun of connecting with friends on the go, at a pocket friendly price. With our unique, fully integrated Facebook customization, the Vodafone Blue offers a compelling, out-of-the-box experience. Someone who is not a regular GPRS user, Vodafone Blue will be a device which will make it a great first time experience for such people.”
Commenting on the launch of the phone, Henri Moissinac, Head of Mobile Business, Facebook, said, “Facebook wants to make every phone social and Vodafone has taken the integration of Facebook to the next level with the Vodafone Blue. We are really happy that Vodafone has brought the phone to India and enabling people to experience Facebook free of charge from the mobile device for a year.”