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Bates Landscape charters an outdoor campaign for Vodafone Blue

After a ‘Broadway’ style TVC, the telecom brand now executes an outdoor campaign

Neha Saraiya | New Delhi | November 16, 2011

Bates Landscape has rolled a nationwide campaign for ‘Vodafone 555 Blue’ to accentuate the ongoing communication promotion from the brand. The outdoor campaign spread over a month has been currently rolled out in 13 cities ranging from Shillong in the North-east, to parts of Western UP and select metros.

To reach the intended message to its core target audience of 16-25 years old, who rely heavily on the social media, as the basis of their communication, yet have a limited budget for buying a phone, the campaign revolves around the product offering as the core ingredient. Like the Billboards demonstrate the ‘Vodafone Blue’ handsets that lures a user an unlimited access of facebook at just Rs.1.

Commenting on the campaign, Anuradha Aggarwal, Vice President, Brand Communication and Consumer Insights, Vodafone India, said, “Vodafone has been at the forefront of innovation and has always experimented with novel ideas to create OOH impact. Our main aim was to create awareness about the new product offering and drive data usage. In keeping with the same, the outdoor campaign aims to propagate the life of users on Facebook and all the activities they regularly undertake with the ‘Vodafone Blue’ at the centre of it. We have tried to capture this aspect on hoardings and build engagement through bus shelters with witty messages relevant to our target group and their social online life. In line with the same, the Vodafone Blue OOH campaign is a testimony of our commitment to innovation”.

Praveen Vadhera, Country Head, Bates Landscape, said, “OOH is an important leg of the integrated ‘Vodafone Blue’ campaign, an extension of the TVC and complements the brand’s overall communication mix. The OOH execution takes forward the key visual look of the campaign and creates intrigue about the product while maintaining the same imagery and messages relevant to the target audience.”

He added further, “The idea is to create a strong brand recall for the world’s first prepaid phone with full Facebook integration and experience while on the move. The outdoor campaign underscores the same utilising striking outdoors, elucidating the growing mobile user engagement on Facebook and driving the product benefits upfront to the consumers to generate strong brand affinity.”

The agency has used an outdoor media mix of several formats for frequency and reach in different cities that comprise billboards, back lit bus shelters, hoardings, gantries and mall media.
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