Post the aggressive marketing push during the Indian Premium League (IPL), brand Vodafone is gearing up to focus on promoting its various services in different markets. In its latest marketing initiative, called the Mobile Internet Bus Campaign, Vodafone has extensively taken the on-ground route.
The campaign is part of Vodafone’s strategy to drive adoption of mobile internet. The objective of this campaign is to build awareness and affinity amongst customers in tier II and tier III cities on the life-enhancing offerings of mobile internet, in the process breaking down existing barriers such as the fear of cost implications and getting them to try out Vodafone’s 2G and 3G data plans.
As part of the campaign, five buses equipped with five smartphones each will traverse 130 cities in tier II and tier III areas over three months. The campaign is being executed by Candid Marketing.
Commenting on campaign strategy, Anuradha Aggarwal, Senior Vice President, Brand Communications and Insights, Vodafone India said, “Mobile internet has immense growth potential and we are looking to be an integral part of this opportunity by helping accelerate mobile internet adoption through penetration, consumption and value addition. We are reaching out to current and potential users and ‘educating’ them about different content and applications, which can have a significant bearing on their lives. With this mobile internet bus campaign, we are trying to highlight how Vodafone 2G and 3G plan offerings can help make lives simpler and the fact that Vodafone offers a wide choice of customised affordable mobile internet plans at very competitive rates.”
Apart from tariff plans, Vodafone has also introduced IVR-based products such as Behtar Zindagi, that help rural consumers get information on agriculture, weather updates, rural finance, mandi rates, live stock, fisheries education, health, and more. Users can also ask questions to the experts on various related issues and they will get answers within 24-48 hours.
“For this campaign, given the target audience, our number one priority states are – Maharashtra, Gujarat, Delhi, Uttar Pradesh, Tamil Nadu and West Bengal and hence, these are the states where we will be running our buses in. We have taken a benchmark for reach and accommodated the tier II and tier III towns to meet the target,” Aggarwal added.
It may be noted that Vodafone has one of the largest retail footprints among telecom players, with over 7,500 exclusive stores across the country. Adding on this marketing aspect, Aggarwal said, “We are leveraging this extensive retail and distribution network to help and educate customers to use internet on mobile, upgrade handsets, choose right plans, transfer contacts, etc. We regularly conduct internet education drives in rural markets to educate consumers about the benefits of mobile Internet.”