Vodafone unveils second phase of 121 'Made for You' campaign
The new campaign featuring three films will run for six weeks conceptualised and executed by Ogilvy & Mather Mumbai
Shachi Tapiawala | Mumbai | January 2, 2013
After launching a series of three television commercials depicting the different needs and expectations of young consumers, Vodafone has now extended the 121 'Made for You' campaign highlighting the multiple product offerings – Full Talktime, STD and Data. The campaign has been conceptualised by Ogilvy & Mather.
While the first phase of the campaign showcased the tailor, barber and gym commercials highlighting how one can get an get customised offers of their choice by just dialing 121 from their Vodafone mobiles, the second phase of the campaign will showcase Full Talktime, STD and Data which will emphasise the unique usage of heavy talktime users, Internet users and STD users to communicate various offers that are available when you call 121.
The Full Talktime campaign idea was developed on a popular guy in college with a need to talk for long durations. The second commercial is based on Internet usage which showcases a girl describing the brief time which she spends on Internet. The third commercial on the STD offer is also in line with a similar approach, communicating the brand message of 'Made for You' offers for long distance calls.
Anuradha Aggarwal, Senior Vice-President, Brand Communication & Insights, Vodafone India, commented, “Vodafone's recent campaign to highlight 121 'Made for You' offers has appealed to viewers and audiences have caught on to the premise behind the campaign. The three commercials have struck the right chord with the consumers. It was a natural progression to extend the 121 'Made for You' offers campaign to communicate specific product offerings under the 121 umbrella like Full Talktime, STD and Internet offers. The extended campaign also depicts relatable situations from our daily lives.”
Commenting on the campaign, Rajiv Rao, National Creative Director, Ogilvy & Mather, said, “The 121 campaign aims to showcase the portal as a one-stop shop to get plans and customised offers 'Made for You' on the basis of the consumer's current usage. The 121 extension campaign brings to life the product possibilities which 121 offers. The product verticals that we wanted to talk about were Full Talktime, STD and Data. The challenge posed to the agency was that they needed to ensure that some commonality of execution needs to be carried forward from the first set of 121 films.”
The 121 campaign extension will run for six weeks nationally and will be supported with a high-decibel 360 media plan using TV, Radio, Print, Outdoor, on-ground and a digital and online plan. Rao said, “The campaign will be focused on promotions through television largely compared to other mediums.”
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