Vodafone and My FM let the action do the talking

By Chhavi Tyagi , afaqs!, New Delhi | In Advertising | August 06, 2009
Both companies have tied up in Madhya Pradesh and Chhattisgarh, with the objective to showcase their network strength

While Idea is encouraging mobile users to walk while they talk, Vodafone has decided to let a walk determine its network strength. The telecom company has launched an interesting on-ground campaign, in association with My FM, with the common objective to showcase their network strength.

The campaign, called Vodafone My Network My Journey was executed between July 22-28 across My FM's six stations in the MPCG (Madhya Pradesh and Chhattisgarh) region. On July 22, Vodafone completed its network coverage of the MPCG region.

Harit Nagpal, chief marketing officer, Vodafone India, says, "Our core brand promise is our vast network coverage -- this is what we wanted to bring out through this campaign. Historically, Vodafone has been associated with a strong network, propagated by our ad campaign. This on-ground initiative is just one of the layers of reinforcing it in our consumers' minds."

The campaign took the form of a round-the-clock live journey, where a My FM RJ travelled to several locations in these two states, describing the places to the station's listeners via a Vodafone mobile. The RJ tested both the FM station's, as well as Vodafone's, network strength at various locations in Indore, Gwalior, Jabalpur, Bilaspur, Raipur and Bhopal. To showcase the network strength further, the RJ relayed the description through an OB (outside broadcasting) link to the stations while travelling in trains, taxis and buses, rather than from a stationary location.

Harrish M Bhatia, chief operating officer, My FM, tells afaqs!, "As Vodafone has just completed their network coverage and we have the best network in these two states, we approached Vodafone with the idea of working on a joint on-ground campaign to showcase ours and their network prowess and establishing our superior connectivity."

At the places the RJ visited, he engaged the local people in conversation, on topics such as the kind of food available and local village gossip.

Bhatia says the campaign rode over challenges such as heavy rains easily, which, in retrospect, worked only in favour of the campaign and proved their point.

© 2009 afaqs!