Conceptualised by O&M, the third TVC is based on youth and gymming
Shachi Tapiawala | Mumbai | November 30, 2012
After rolling out two TVCs that showcased a tailor's shop and a barber's shop where young customers expressed varied demands as part of Vodafone's '121' campaign, Ogilvy & Mather has executed the third TVC in the series based on gymming. The brand believes that as mobile service is a very high involvement area in a person's day-to-day life, it's important that mobile service companies recognise this and tailor-make offerings suited to individual needs.
The TVC commences with young people expressing their requirements to the gym instructor. A boy tells the instructor that he wants bulk up his biceps; another guy wants his height to increase by a few inches. The guy who wants cleanliness at the gym tells the instructor that as long as the gym is clean, he will come there. A girl tells the instructor that she wants a slimmer face. Another girl tells the instructor that she wants good music at the gym!
The TVC ends with a slogan which says: “Alag log, alag zarooratein. Isiliye Vodafone 'Made for You' offers.” The TVC leaves a message which says that you need to call 121 if you want your demands and wishes to be fulfilled.
The brand aims to portray that every individual has unique needs and preferences, and the unique requirements need to be taken care of in a person's mobile service. And Vodafone's 121 does just that. Commenting on the brief given to Ogilvy & Mather (Mumbai), Rajiv Rao, National Creative Director, Ogilvy & Mather, said, “As mobile service is a very high involvement area in a person's day-to-day life, it's important that mobile service companies recognise this and tailor offerings suited to individual needs. The brief to the agency was to bring to life to the essence of 121 – that Vodafone will give you an offer best suited for your needs, since it understands that each person's needs differ from that of the other.”
Kapil Arora, Country Head, Team Vodafone, O&M, said, “The service is already popular in most circles, and is targeted at SEC B and C since these segments are more price-conscious and have a better affinity to IVR-based services. The campaign aims to establish Vodafone's credentials as a truly innovative and customer-focused brand.”
The 121 campaign will have a six-week run with the three films. The campaign is supported by a high-decibel 360-media plan using TV, radio, print, outdoor, on-ground and a digital and online plan.
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