Cupid strikes at Vodafone

The brand's latest 'Made for first love' proposition effectively highlights the network credentials in an engaging manner. The ad showing a love-struck teenager making long calls is fresh

e4m by Twishy
Published: Aug 22, 2013 8:17 AM  | 4 min read
Cupid strikes at Vodafone

Uninterrupted never-ending calls between two love-struck teens truly define the ‘Made for first love’ campaign of Vodafone. Carrying forward the message of ‘Wherever you go, our network follows’, the campaign highlights the brand’s good quality network with instant connectivity, voice clarity and no call drops. The objective behind the campaign is to enhance Vodafone’s network credentials with the propositions: ‘uninterrupted calls’, ‘widest reach’, ‘superior voice clarity’ and ‘high speed data experience’ through charming slice of life stories.

The film opens with a teenager lying in bed and confirming the sun sign of the person on the other end saying, “Virgo and Taurus are a perfect match”. He talks throughout the day and discusses the colour of clothes both of them are wearing. He is shown talking while changing clothes and even using the wash room. The film ends at dawn with the boy saying, “By the way, good morning”.

Elaborating on the insight, Rajiv Rao, NCD, Ogilvy & Mather said, “Every day, Vodafone users push the limits of our Vodafone network a little bit more. They are always trying to make phones calls from unlikely places like an underground metro or a basement disco; they have really long conversations with their girlfriends, they make phone calls from noisy places, they use internet for downloading or streaming heavy files, etc. Some of these extreme behaviours are a test for the network.”

“Keeping this insight in mind, we zeroed in on the ‘Made for’ proposition. The Vodafone network is dependable, robust and made for living up to these extreme tests,” he added.

In addition o the above, three more television commercials have been crafted to capture everyday human stories: ‘Made for moms’ is a story about a mom who tests the width and reach of the Vodafone network to connect with her well travelled and busy son; ‘Made for noisy cities’ is a story about two friends who test the superior voice clarity on the Vodafone network to find their way through a noisy Indian city; and ‘Made for the young’ is a story about a youthful old man who tests the internet speeds on Vodafone’s network to bring alive his everyday life.

It will be an extensive 360 campaign that will be led by television. The ‘Made for’ proposition will also be extended contextually in print, outdoor, digital, radio and on-ground.

How loving is the campaign?
Expert take

Raghu Bhat, Founder Director, Scarecrow Communications said, “The ad is a fresh and original way to communicate the robustness of the network. The idea is insightful and many people will identify with it. The casting is also interesting as he looks the part. It also has a nice twist at the end. Overall, it is creative, relevant and impactful.”

Our take
The true test of a good network is its wide reach – availability of a signal at unlikely places with uninterrupted conversations, voice clarity and a great internet connection. And the campaign has been successful in highlighting the network credentials in an engaging manner. The ad clearly portrays the insight by showcasing the network’s strengths in extreme situations.

The message comes out loud and clear through the campaign. The idea of showing a love-struck teenager making long calls is very relatable and brings a smile to everyone’s face, thereby remembering their first love. The ad is very simple and fresh, showing just one side of the couple’s conversation because usually girls are shown having endless conversations.

The earlier ad crafted by O&M very intelligently that addressed the requirements of every user, captured the plot of customised services and was better than this ad. The telecom category has created some brilliant work in the past, with Idea ringing everywhere on slice of life situations.  In order to stay competitive, Vodafone still has to create an impactful ‘love story’.

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