The new campaign has the emotional resonance of the earlier campaign and enhances Vodafone's credentials of always doing initiatives to 'delight' its customers
The new campaign has the emotional resonance of the earlier campaign and enhances Vodafone's credentials of always doing initiatives to 'delight' its customers
BestMediaInfo Bureau | Delhi | July 3, 2012
Vodafone has announced the launch of its new marketing campaign for 2012 – Vodafone Delights 2. Vodafone prides itself in constantly coming up with marketing initiatives that enhance customer value. Vodafone Delights was introduced October 2011 to give its customers benefits on travel, lifestyle, dining and entertainment.
Kapil Arora, Senior VP & Country Head, Team Vodafone at O&M, said, “The brief to the agency this time was to develop a campaign which had the emotional resonance of the earlier campaign and should also enhance Vodafone's credentials as a telecom service provider that cares for its customers and is always doing initiatives to 'delight' them.”
The earlier Delights campaign showed a budding friendship between two girls and how each one of them would go out of the way to treat the other as special. “Since we had a new set of products, we wanted to do something different,” Aroara said.
The three new Delight products that any Vodafone customer can avail of by sending an SMS or dialling a USSD code include: a Vodafone customer who walks into any Vodafone store gets a special offer every month; Vodafone gives its customers a 'Birthday Gift' (gift is in form of telecom offerings); and Vodafone Happy Hours special offers (discounted offers) from 2 PM to 4 PM.
These three products will now be communicated by the new campaign. Since the main objective of the campaign is to tell customers that Vodafone cares for them and is always trying to delight them, the campaign uses stories of growing friendship between two people, quite different from each other – an old man and a little boy. The old man's tactics in surprising and delighting the little boy lead to many sweet yet playful interactions between them, and their friendship grows into something unique which they both look forward to every day.
Each film communicates a different Delights offer, drawn from the interactions the characters have.
The six-week long campaign would debut with the first film, 'Thank you card', followed by two TVCs on Birthday Offer and Happy Hours offers. “We will be supporting the campaign with a high decibel 360-degree media plan using TV, radio, print, outdoor, on-ground, digital and online plan,” Arora informed.
The TVC:
Credits:
Agency: Ogilvy & Mather (Mumbai)
National Creative Director: Rajiv Rao
Country Head - Team Vodafone: Kapil Arora
Sr. Creative Directors: Elizabeth Dias, Srreram Athray
Creative Team: Rajiv Rao, Elizabeth Dias, Srreram Athray, Savio Alva, Sanket Wadwalkar
Account Management: Sarang Wahal, Paghna Bhatia, Himangi Kanodia, Ekta Mehta
Planning: Anoop Menon
Digital: Gaurav Magotra, Jay Mavani, Mahek Shah
Director: Prakash Varma
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