The endearing Vodafone activation by Ogilvy was carried out in a Mumbai mall was lapped up by shoppers in the days before Christmas
Neha Saraiya | Delhi | January 2, 2012
Just a few days before Christmas, Vodafone undertook an activation that had a twist in the tale. The mall activity in Mumbai to promote Vodafone’s ‘Christmas Delight’ programme was conceptualised and executed by O&M.
The central idea of the activity involved Santa Claus being replaced by Super ZooZoo. It was no longer Santa who was the centre of attraction, but Super ZooZoo who made Santas queue up for him!
The mall activity started with Santas quietly distributing gifts to people. Suddenly, the Super ZooZoo made a grand entry and all the Santas from various parts of the mall came rushing and queued up in front of the Super Zoozoo. They looked as excited as little children, and one by one they went up on stage to receive a gift from the Super ZooZoo.
On the genesis of the activity, Kapil Arora, Country head – Team Vodafone, Ogilvy & Mather, said, “It was a Christmas delight in line with the Vodafone delights programme we run for our customers. But primarily, the activity was used as another opportunity to build love for the brand. The activity was done over two days at a mall in Mumbai and the objective was to delight the people at the mall as well as share it as fun content for our Facebook and YouTube channel audiences.”
The role reversal activity fetched excellent response from the crowd at the mall. Consumers from all walks of life including grownups and children were equally engrossed. In fact, the activity was repeated ten times over two days, and each time the shoppers made it a point to stop and enjoy this activity and record it on their phones.
On the sidelines of the activation programme, a banner was also unfurled to complete the story: ‘This Christmas, the best delights are with Vodafone’.
National Creative Director: Rajiv Rao
Country Head – Team Vodafone: Kapil Arora
Creative: Kainaz Karmakar & Harshad Rajadhyaksha, Ashok Karkala, Vishaka Modak & Sidhant Mago
Account Management: Sarang Wahal, Chatak Vakharia, Vishal Kaul
Bates141: Praveen Vadhera, Parthaa Ghosh, Vijetha Suvarna, Devyani Jagdale