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Vodafone goes OOH to promote ‘fun’ element of mobile Internet

Executed by Ogilvy & Mather, the campaign will be spread over three weeks and shifts gear from traditional internet usage

BestMediaInfo Bureau | Delhi | January 22, 2013


Vodafone has unleashed an outdoor campaign in Mumbai to promote its mobile Internet offerings. Te campaign shifts gear from traditional Internet usage to highlight how the net is also a source of fun and convenience. The 360-degree campaign was executed by Ogilvy & Mather.

Taking into account market trends of increased Internet usage and sales of smartphones spiralling day by day, Vodafone’s campaign has been designed to build intrigue, excite and educate through experience. The Vodafone Mobile Internet campaign will be spread over three weeks across OOH, print, radio, digital and on-ground activation at malls, railway stations, colleges and mobile stores amongst others.

The campaign relates near to life situations with popular mobile applications ranging from videos, music, social networking, games, health, jobs, news and finance, and showcases how these user-friendly apps can make life easy and comfortable for the user at just one click. With hoardings strategically mounted at bus stops, railway stations, cinema halls, and markets, the campaign reaches out to Mumbaikars with striking lines like “Catch buses and hot news here. News is fun on Vodafone” or “Stuck behind a truck? Watch a Trailer. Videos are fun on Vodafone 3G”.

Speaking on the launch of Vodafone’s mobile Internet campaign, Arvind Vohra, Business Head, Mumbai, Vodafone India, said, “Our current mobile Internet campaign brings forth multiple facets of the Internet through interesting applications that deliver convenience ‘on the go’. With an increase in the number of smartphones across the city, the need for high-speed connectivity is growing and Vodafone provides a ‘best in class’ mobile Internet experience through an extensive range of mobile Internet plans. With this campaign, we are looking at enhancing the user experience while ‘on the go’ and showcasing the fun possibilities of the Internet. We believe it will generate much buzz and stimulate real and virtual conversations, as has been the case with most Vodafone creative campaigns.”

Rajiv Rao, National Creative Director, Ogilvy & Mather, said, “The brief given to us was to increase consumption of mobile Internet services on the Vodafone network amongst the youth aged 16-24 years, thereby driving data revenue within the Mumbai circle. This data campaign for the Mumbai circle is not a part of the Vodafone 121 campaign which is on-air nationally. This is a circle-level campaign to drive a specific objective.”

Shedding some light on the media focus, Rao added, “Our media focus was mainly outdoor, with bus shelters being the main focus for the campaign. We’ve focused on this medium because a majority of our audience consumes Internet on the move. The outdoor campaign is being supported by a set of radio spots and a tactical print plan. We’ve also planned a series of interesting outdoor innovations and ground activations for which plans are being finalised at the moment.”

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