Vodafone readies for IPL season with 'Speed is good' campaign

Ogilvy has worked on the creative for the multimedia campaign, which includes a series of TV films, as well as digital and offline activations

BestMediaInfo Bureau | Mumbai | April 8, 2015

Click on the image to watch the TVC.

Vodafone India has launched its new campaign for the Indian Premier League (IPL) Season 8, highlighting the network's 3G data network capabilities. With the proposition of 'Speed is good', the campaign comprises a series of television commercials that Vodafone will air during the seven-week long tournament.

The campaign is made up of short, but charming and memorable stories, where Vodafone customers use their fast 3G network to bring a smile to someone's face. Four films from the campaign have already been released, while three or four more films are scheduled to be aired as the tournament progresses.

The 'Speed is Good' campaign aims at articulating speed with the benefit of the fastest 3G network substantiated with hard functional claims basis an analysis of OoklaSpeedtest data during the period September 2014 to February 2015. The Vodafone network was adjudged to allow 22 per cent faster download and 43 per cent faster upload experience with its 3G data network as compared to the next best operator.

As a build-up to the IPL campaign, Vodafone launched the idea of 'Speed is Good' with two commercials – 'Farewell' and 'Haircut' earlier. To build on this idea, Vodafone has now released two more new spots, called 'Baby' and 'Library'. The 'Baby' spot is about how a crying baby is pacified by a teenage boy with the help of faster video downloads on Vodafone. And the 'Library' spot tells the story of how a group of friends break into a silent celebration in a library when the news of someone's birthday spreads quickly on Vodafone 3G.

Ronita Mitra

Commenting on the campaign, Ronita Mitra, Senior Vice-President, Brand Communications and Insights, Vodafone India, said, “IPL is the biggest sporting platform in the country designed to appeal to a wide audience with high clutter and frequency during a very compact period. In line with our brand promise of always enabling consumers to be confidently connected, we are launching the 'Speed is Good', campaign that reinforces Vodafone's network credentials in an evocative and engaging manner. The high decibel campaign aims to position Vodafone as the fastest 3G network in the country.”

Rajiv Rao

On the new films, Rajiv Rao, National Creative Director, Ogilvy & Mather India, said, “About a month ago, we launched the 'Speed is Good' campaign with 'Farewell' and 'Haircut'. This film is an extension of the same 'Speed is Good' series, once again reinforcing the message of how a faster network helps you do wonderful things.”

“Additionally, we will amplify the concept of 'Speed is Good' through several on-ground and digital properties like Vodafone Speed Quiz, where winners will be gratified via the Vodafone SuperFan and Vodafone Fan Army. Apart from TV, digital will be a key media vehicle to take the message to consumers in a meaningful manner, be it through impact properties or contextual messaging,” added Mitra.

During the matches, Vodafone will kick off a series of on-ground and online engagement campaigns for the fans to amplify speed. The Vodafone Speed Quiz will leverage the cricket fever and offer a money-can't-buy experience for the fastest correct answer. The winner with the fastest correct answer of the Vodafone Speed Quiz goes on to become Vodafone SuperFan, while the remaining 20 winners will join the Vodafone Fan Army. In addition, there will be Vodafone Speed Zones to host interactive activities around the core concept of 'Speed' to engage in-stadia crowd. Vodafone is also closely working with concerned authorities to create engaging opportunities for the fans at the identified Fan Parks across the country.

The TVCs:

Credits: 

Client: Vodafone India

Creative, Planning and Account Management: Team Ogilvy

Production House: Nirvana

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