Vodafone's 'Made For' campaign shows network strength

Four TVCs have been conceptualised by O&M that talk about clarity, coverage, uninterrupted calling and high internet speed. The first TVC, 'Made for First Love', has just been released

Sohini Sen | Mumbai | August 14, 2013

Click on the image to watch the TVC.

Vodafone has launched a new campaign to showcase its strong coverage, clarity and internet speed among other things. The campaign, under the 'Made For' series, comprises four TVCs, the first of which was launched on various television channels over the weekend. This campaign follows the brand's extremely successful campaign featuring the pug which made famous the tagline “Wherever you go, our network follows”.

The TVC, titled 'Made for First Love' opens with a young boy talking to his beloved on his cellphone. They converse about mundane things – colour of the clothes they are wearing to their zodiac signs, what they like or don't like – everyday things that a couple in love would discuss. The boy finally wishes 'Good Morning' to his girlfriend over the phone. The TVC ends with the super declaring 'Made for First Love - The network for never-ending conversations'.

The TVC thereby shows how Vodafone's uninterrupted calls can bring people together. The brief to the agency was to develop a 360 degree campaign that creates perceptual superiority for the Vodafone network among users of other operators and get them to switch to Vodafone. They were asked to enhance Vodafone's network credentials with the propositions of 'Uninterrupted calls', 'Widest reach', 'Superior voice clarity' and 'High speed data experience' through charming slice of life stories.

"Everyday Vodafone users push the limits of the network a little bit more. They are always trying to make phones calls from unlikely places like an underground metro or a basement disco; they have really long conversations with their girlfriends, they make phone calls from noisy places, they use internet for downloading or streaming heavy files, etc. Some of these extreme behaviours are a true test for the network. Keeping this insight in mind, we zeroed in on the 'Made For' proposition. The Vodafone network is dependable, robust and made for living up to these everyday tests. The brief to the agency was to develop a 360 campaign to reinforce Vodafone's network superiority. Network for any telecom consumer is one of the strongest reasons to choose the brand or to be loyal to the brand," said Rajiv Rao, National Creative Director of Ogilvy & Mather.

According to consumers, a true test of a good network is the coverage –getting network in difficult places, uninterrupted calling, voice clarity and now a superfast 3G. Keeping this insight in mind and considering that everyday consumers try to push these a little bit more, the agency came up with four slice of life stories to depict each of them.

The TVC on First Love will be followed by three more – Made for Moms, Made for Noisy Cities and Made for the Young – which will address the themes of reach, voice clarity and internet speed, respectively. The 'Made For' proposition will also be extended contextually in print, outdoor, digital, radio and on-ground.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Ogilvy & Mather, Mumbai

National Creative Director: Rajiv Rao

Head of Team Vodafone India: Sarang Wahal

Production House: Nirvana Films

Director: Prakash Varma

Sohini.Sen@BestMediaInfo.com

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