After striking a chord with the Broadway musical for its latest offering, the ‘Vodafone 555 Blue’ - a Facebook-dedicated handset, Vodafone has captured the campaign outdoors to accentuate the ongoing communication promotion. To reach the intended message to its core target audience, Vodafone has collaborated with its OOH partner, Bates Landscape to roll out a nationwide campaign.
The OOH campaign executed by Bates Landscape is conceptualised to bring forth the product offering aimed at its core target audience, viz. 16-25 year olds with a high social and mobile commitment. The campaign is geared towards today’s youth who perceive Facebook as the basis of communication, yet have a limited budget. The outdoor campaign spread over a month has been currently rolled out in 13 cities ranging from Shillong in the North-East to parts of Western UP and select metros.
Commenting on the campaign, Anuradha Aggarwal, Vice President, Brand Communication and Consumer Insights, Vodafone India, said, “Vodafone has been at the forefront of innovation and has always experimented with novel ideas to create OOH impact. Our main aim was to create awareness about the new product offering and drive data usage. In keeping with the same, the outdoor campaign aims to propagate the life of users on Facebook and all the activities they regularly undertake with the ‘Vodafone Blue’ at the centre of it. We have tried to capture this aspect on hoardings and build engagement through bus shelters with witty messages relevant to our target group and their social online life. In line with the same, the Vodafone Blue OOH campaign is a testimony of our commitment to innovation.”
The agency has used an outdoor media mix of several formats for frequency and reach in different cities that comprise billboards, back lit bus shelters, hoardings, gantries and mall media.
Praveen Vadhera, Country Head, Bates Landscape, said, “OOH is an important leg of the integrated ‘Vodafone Blue’ campaign, an extension of the TVC and complements the brand’s overall communication mix. The OOH execution takes forward the key visual look of the campaign and creates intrigue about the product while maintaining the same imagery and messages relevant to the target audience.”
“The idea is to create a strong brand recall for the world’s first prepaid phone with full Facebook integration and experience while on the move. The outdoor campaign underscores the same utilising striking outdoors, elucidating the growing mobile user engagement on Facebook and driving the product benefits upfront to the consumers to generate strong brand affinity,” he added.
The Vodafone 555 Blue has been developed in collaboration with Facebook providing a unique user experience optimised for friends, news, notifications, pictures, messaging and internet into the hands of millions of people at an affordable price. Vodafone Blue’ has been designed to ease the user interface for the high social and mobile commitment crowd, by deep Facebook integration, satisfying the instant need of users and hence facilitating the consumption of data services, a strategic priority for Vodafone.