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Vodafone now takes to innovation in OOH media

Executed by Bates Landscape, the two campaigns were rolled out in Mysore and Hyderabad

Shachi Tapiawala Bureau | Mumbai | November 26, 2012


Vodafone has flagged off a new OOH campaign which has been executed by Bates Landscape. The two campaigns running simultaneously are ‘Cycle to light up the Mysore Palace’ in Mysore and Festive Offers in Hyderabad.

The objective of the ‘Cycle to light up the Mysore Palace’ was to promote cycling in the city and spread awareness on the health benefits associated with it and also promote highest standards of health, safety and well-being.

Talking about the campaign, Apoorva Mehrotra, Business Head - Karnataka, Vodafone, said, “Vodafone as a value based organisation is passionate about people and committed to achieve the highest standards of health, safety and well-being in and around our working environment. ‘Cycle to light up the Mysore Palace’ is our innovative and eco-friendly initiative towards this cause. The thought of live hoarding was very innovative and eye-catching. It beautifully communicated the thought that you can light up the palace by cycling.”

As part of the initiative, Bates Landscape identified a non-lit 20’x10’ hoarding at Ballal Circle in Mysore where they built backlit boxes inscribed with the design of the Mysore Palace along with other prominent elements on the hoarding and platform. Ten stationary cycles were placed at the palace, each connected with a generator and battery. When people cycled, the batteries got charged and lit part of the palace every day.

Chidambar Rao, Group Brand Manager, Bates Landscape, said, “This campaign shows that Vodafone is a true OOH believer. When this interesting idea was briefed to us, we knew that it was going to be challenging. It gave us an opportunity to deliver the best and we did it. The Idea behind the innovation was to connect the public with the campaign ‘Cycle to light up the Mysore Palace’”.

Over 17,000 people cycled during the campaign and this resulted in the production of over 55,000 watts of power. Also various sections of people in Mysore – students, businessmen, government officials, army men, IT professionals, foreigners and tourists – were present at the event.

In Andhra Pradesh, the festival of Theppoutsvam, performed on Dussehra, i.e., on the 10th day after Navratri, is a big day. It is a boat festival during which presiding deities are taken out in a procession in a boat along the river Krishna in the evening. Keeping the festival in mind, Vodafone rolled out a festive offer in Hyderabad, wherein it amplified a concept of Theppoutsvam of Vijaywada Kanaka Durga through an innovation at a prime location to promote the Vodafone pre-paid plan. The innovation depicted the Theppoutsvam Boat moving in the river on the foot overbridge at Banjara Hills on a 80’ x 15’ billboard.

Shedding light on the successful execution, Mandeep Bhatia, Business Head – Andhra Pradesh, Vodafone, commented, “Vodafone and innovation are closely interlinked, be it in terms of our creative campaigns or the products and services we offer to customers. This innovation in Hyderabad helped us get great exposure for our pre-paid offers. Widespread reach has been provided to the campaign through other billboards. Instead of depending on intrusive pop-ups or loud voiceovers, outdoor advertising uses impactful medium that is impossible to ignore.”

Srinivas Achanta, Group Brand Manager, Bates Landscape, said, “Time slot has been the most challenging factor as due to security systems it was not allowed to work during day hours. In order to meet the timeline we completed the work in four working nights. The system was completely motorised. In spite of a regular power supply problem in the city we managed to execute it smoothly even during the peak hours of power cut in the city.”

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