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Vodafone's Diwali celebrations to last a month

By afaqs! news bureau , afaqs!, Mumbai | In OOH News | November 15, 2010
To create buzz around its 'Ek par ek min free' offer, the telco used LEDs with a Diwali theme.

Telecom major Vodafone used an OOH campaign to create buzz around its 'Ek par ek min free' voice plan for prepaid customers in Eastern UP. The company launched the value product during the festive season, whereby Vodafone's prepaid subscribers get one minute free on every minute of local call made.

However, similar plans have also been launched by other players. Therefore, the brand needed to launch a campaign that would give a good opportunity to create visibility.

The current campaign engages Vodafone users through multiple formats. The company has used large format hoardings at strategic locations and has covered outdoor ad-space of about 45,000 sq ft with 45 sites across all the main cities.

The campaign was launched around Diwali and will continue for a month. It was conceptualised by the Vodafone team and executed by Ogilvy Landscape in five circles, Lucknow, Kanpur, Allahabad, Varanasi and Gorakhpur.

Since the strategy for the campaign was to play with lights, the company created a fire fountain (firecracker), with LEDs along with the backlit box to highlight the message. These LED billboards were hung at strategic locations and premium sites, such as Gomitinagar flyover in Lucknow, which receives high evening and night traffic.

Targeting customer across SECs, the company also used transit media such as 'thelas' (hand-pulled carts) and auto rickshaws in these areas. The company branded 500 autos and about 100 'thelas' across all the zones in Eastern UP.

The company is also doing a print campaign in Amar Ujala, HT, Hindu and Aaj. This was supported by radio in six cities, where the brand took 690 spots on Radio Mirchi, Radio Mantra and Big FM.

There are also 5,000 street banners across the five zones. Posters and single sheeters were also used.

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