Ogilvy Activation, the out-of-home unit of O&M, had recently done an innovative campaign for its client Vodafone, where the agency converted the entire luggage conveyor belt at the Goa Airport into a platform to promote the ‘Roam with Vodafone’ campaign. The initiative was introduced in the first week of February and continued for 10 days.
Nabendu Bhattacharyya, President, Ogilvy Action, India, said, “The tourist season begins in Goa around the end of November. Foreign tourists begin arriving at the seaside resort and the first point of contact is the Goa Airport, which sees not just commercial airlines but chartered flights too. Vodafone is an international brand, but there was need to create awareness among the visitors, mostly foreigners that Vodafone is available in India. Thus we came up with the ‘Roam with Vodafone’ campaign.”
Bhattacharyya further said, “The challenge for us was to intrigue the travelers as soon as they landed in the city. The Airport being the first point of contact, we decided to come up with an innovative way to catch the visitors’ attention, apart from the normal static media.
“Airports are usually cluttered with innumerable brands in every wall, corner, pillar, etc. We had to come up with the best solution to beat the rest. The idea was to make the brand’s presence felt and noticed in the busiest area of the airport, which is the conveyor belt, where every passenger spends 5-10 minutes on an average waiting for their luggage. The entire conveyor belt at the Goa Airport was branded with the ‘Roam with Vodafone’ message and got the undivided attention of all passengers. The moving conveyor belt further helped consolidate the idea of ‘Roam with Vodafone’,” Bhattacharyya added.