“Vodafone ad has hit the bull’s eye”

The commercial’s insight of tailor-made services is brilliant and the execution is charming, say creative honchos

e4m by Twishy
Updated: Nov 5, 2012 8:05 PM
“Vodafone ad has hit the bull’s eye”

Vodafone India has mostly garnered a lot of eyeballs by providing unique and innovative campaigns in the highly competitive telecom market. The telecom player has unveiled a new TVC that highlights ‘121’, an IVR (Interactive Voice Response) based product offering that empowers customers to choose their best offers across products such as local, STD,SMS ,VAS, data and thereby places the power in the hands of the customer to decide what offer suits his/her unique requirements. This campaign is created to attract the SEC B and C segment of customers that are price conscious and have a better affinity to IVR-based services.

The insight is to convey the message that Vodafone understands that each customer’s needs are unique and different and hence offers plans that are tailor-made according to their needs.

The TVC is conceptualised by Ogilvy & Mather (Mumbai) and shows a bunch of women instructing their neighbourhood tailor on the designs of their respective dresses. Every woman has a unique style according to requirements such as colours, styles, cuts and accessories. The commercial ends with a voice-over that says Vodafone provides 'Made for You' offers to its customers, by dialing 121.

The creative brief to the agency was that as individuals, each person has unique needs and different preferences and it needs to be taken care of in a person’s mobile services also. The idea is to bring to life the essence of 121 and that Vodafone will give an offer best suited to the needs that differ from one person to another.

Anuradha Aggarwal, Senior Vice President, Brand Communications and Insights, Vodafone India said, “Vodafone and innovation are closely interlinked, be it in terms of our creative campaigns or the products and services we offer to customers. Vodafone’s customer mantra has been ‘Power to You’ and we are constantly seeking to empower our customers to get more out of life, through multiple initiatives. As a mobile phone service, Vodafone has a very high involvement with the day-to-day life of our customers. It is important to us that we demonstrate our acknowledgement of this close connect by offering something that is ‘only for you’.”

“Our brief to the creative agency was to highlight this ‘tailor-made’ solution, through an easy to relate concept. We believe the presently on air TVC is on target with the message, there has been recall on the commercial and audience feedback has been positive,” she added.

Rajiv Rao, National Creative Director, Ogilvy & Mather, India said, “Having created very memorable creative campaigns for Vodafone over the years, the expectations are high, each time a new TVC hits the screens. The key to achieving audience likeability is to keep the idea simple. Given that the prime customers opting for ‘121’ ‘Made for You’ schemes are largely the price conscious segment, we have taken a leaf out of normal life situations.”

The 121 campaign will be supported by a 360-degree media plan using TV, radio, print, outdoor, on-ground and digital.

Kapil Arora, Country Head – Team Vodafone, Ogilvy & Mather, India said, “The tailor shop with multiple customers brings out the ‘best fit for you’, ‘tailor-made’ message very well. There will be two more follow-on TVCs that will go on-air over the next five weeks, communicating the same message through interesting, relatable situations. We are happy to learn that viewers remember the TVC and have caught on to the communication message, as intended.”

Experts speak
The ad gets a thumps up from the creative fraternity. Deepti Sakhuja, Vice President, Everest Brand Solutions said, “The Vodafone commercial has hit the bull’s eye in a very captivating manner. The idea of depicting innocent girls emphatically explaining their specific needs, catches the attention & fires the curiosity in audience to know what is it all about.”

"The storyline of the TVC has intelligently captured the plot of customised services and smartly communicated the insight. Overall the commercial has a fresh approach and is very real,” added Sakhuja.

Anindya Banerjee, Branch Head and Executive Creative Director, Scarecrow Asia said, “I have accompanied my cousins and wife many times to the tailor and have thanked my stars that I am not in the masterji’s shoes. With all due respect, women can take customisation to an insane level. So, the insight is brilliant and execution is charming. The women in the ad seem natural. (Execution has rarely been a problem with Vodafone, so I am not surprised.) And over 568,000 hits on YouTube, it’s connected very well with the audience.”

He added, “Lastly, a word about the client too. A lesser client would have said, ‘Let’s put in some guys because my target audience is guys too’. Kudos to the client for recognising that the target audience of an ad need not be the protagonist of the ad. For then, the ad would have sagged and left the audience cold.”

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