Today, mobile applications help deliver convenience with just one click, be it finding the closest restaurant, paying bills, following stock market trends, getting train and bus timings or just booking movie tickets. To leverage this opportunity, Vodafone has strategically rolled out a campaign, called ‘On the go’, that revolves around highlighting the use of these functional and fun-based applications.
In order to promote the campaign, Vodafone has gone all out in Mumbai’s outdoor landscape. The 21-day long campaign commenced on January 10. Vodafone’s creative partner Ogilvy & Mather, media buying partner GroupM and outdoor partner Bates Landscapes are part of this campaign.
The campaign covers a large outdoor media universe spread over outdoor mediums such as billboards, bus shelters, bus side panels, bus seat backs, pole kiosks, toll stations and bridge sites. The creatives used in the campaign depict various situations that prompt usage in categories such as videos, music, social networking, games, health, cricket, job, news, finance, mobile apps and products.
Four innovations have been planned at four locations – Lalbaugh, Bandra (Western Express Highway), Chembur (Eastern Express Highway) and Dadar. Five strategic local railway stations – CST, Churchgate, Dadar West, Dadar East and Andheri – have been selected to create outdoor impression. Four popular malls – Infinity 2, Oberoi Mall, Phoenix Mall and R City Mall – will also be used for the campaign over the next four weekends. Activities that will be executed include multi-player online gaming, experience 3G and various mobile apps. College activities are also planned to promote the campaign.
Commenting on the campaign strategy, Arvind Vohra, Business Head, Mumbai, Vodafone said, “Our current mobile internet campaign brings forth multiple facets of the internet through interesting applications that deliver convenience ‘on the go’. The campaign has been designed to reach masses through various mediums at maximum touch points in the city and spread awareness about the benefits and relevance of mobile internet applications in our day to day lives. The communication is built around near to life situations that Mumbaikars face every day and showcases how the use of easily downloadable apps can add the much needed convenience while ‘on the go’.”
The campaign has been developed to build intrigue, excite and educate through experience for which Vodafone is also using print, radio and digital mediums.