Vodafone Idea new campaign makes network engineers the hero

First marketing campaign of 2019, #Strongereveryhour, conceptualised by Ogilvy & Mather India, showcases improved network at crowded places

by exchange4media Staff
Published - Jan 15, 2019 2:38 PM Updated: Jan 15, 2019 2:38 PM

With data becoming integral to our mobile lives, a seamless network experience is critical to access information, fulfil entertainment needs and have conversations. Telecom network, Vodafone Idea, welcomes the New Year with the launch of #StrongerEveryHour. This campaign aims to highlight the improved network of ‘Vodafone SuperNet 4G - India’s Data Strong Network™’ especially in crowded zones, where a tower is being added every hour. 
Vodafone has launched another campaign succeeding the #StrongerTogether campaign. The #StrongerEveryHour campaign is based on the insight that customers think of the service provider especially when they have a poor network experience. Vodafone has launched this campaign with reassured promise that customers will receive the strongest data connectivity on their phones even in crowded places. Even when stuck in a traffic jam at a crowded signal or travelling in a crowded train, customers will not have to wait for buffering the climax scene while watching their favourite shows/series or miss a turn in the midst of an addictive/engrossing online game or get a patchy network while on a video call with their loved ones.  
While customers enjoy uninterrupted network experience, the most important people behind that experience go unacknowledged. Network engineers, who work tirelessly in the background to ensure a seamless network experience, never get applauded for all their hard work. 
The creative by Ogilvy & Mather identifies these unsung heroes. The commercials depicts Vodafone’s network engineers moving around in crowded places, enhancing the network experience where it matters the most.   

Commenting on the new campaign, Sashi Shankar, Chief Marketing Officer, Vodafone Idea Limited, said, “We are making significant investments in improving the network as the data uptake in India creates some global benchmarks. Vodafone SuperNet 4G – The Data Strong Network™ will be strengthened as towers get added every hour, especially at crowded places. For any telecom service provider network engineers are the backbone for providing uninterrupted connectivity. Through this campaign, we are saluting these heroes for helping us deliver superior customer experience. Driven by digital, the #StrongerEveryHour campaign finely captures the essence of providing a seamless network experience across other mediums like TV, OOH, print and radio.” 

Kiran Antony, Executive Creative Director, Ogilvy & Mather Advertising Pvt. Ltd, said, “When a network works perfectly fine, no one ever remembers the people who work behind the scenes to make it run seamlessly. This insight is what helped us humanize the network improvement efforts of Vodafone, while staying focused on delivering the message - seamless network experience even in crowded places because we are adding a tower every hour. The campaign revolves around conversations between two network engineers while they are busy adding new towers.” 

The 360-degree campaign has been conceptualised by Ogilvy & Mather India. Presenting a wholesome marketing mix, the campaign will connect with customers across diverse mediums like OOH, radio, print and digital. 


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