Vodafone goes blue to promote its newly-launched handset

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | November 16, 2011
Conceptualised and executed by Bates Landscape, the one-month long campaign has been rolled out in 13 cities including Mumbai, Delhi, and Kolkata.

After taking the television route, Vodafone has now launched the out of home (OOH) Vodafone Blue campaign to promote its newly-launched mobile handset Vodafone 555 Blue.

The campaign, which continues for a month, has been launched in 13 cities, which include Mumbai, Jaipur, Chennai, Lucknow, Allahabad, Gorakhpur, Varanasi, Delhi, Kolkata, Guwahati, Shillong, Bengaluru, and Hyderabad.

As part of the OOH campaign, Bates Landscape has used various OOH media such as billboards, backlit bus shelters, and gantries. The agency has used billboards of various sizes such as 40 ft x 20 ft and 30 ft x 20 ft. It has created a large cutout of a handset, interspersed with the Vodafone and Facebook logos, as well as characters from the television commercial.

Moreover, the agency has branded glass windows and walls of coffee shops located inside malls such as Express Avenue in Bengaluru, and Spencer's retail outlet in Chennai. It has also tied up with coffee chains such as Cuppa Coffee, and as part of the campaign, has branded the walls along with the table tops inside eight outlets of the coffee chain.

Speaking about the campaign, Anuradha Aggarwal, vice-president, brand communication and consumer insights, Vodafone India, says, "The outdoor campaign aims to propagate the life of users on Facebook, and all the activities they regularly undertake with 'Vodafone Blue' at the centre of it all."

Conceptualised and executed by Bates Landscape, the campaign aims to promote the ongoing communication among its target group comprising 16-25-years-old consumers, who are forever hooked on to mobiles and Facebook, and drive data usage.

According to Praveen Vadhera, country head, Bates Landscape, the OOH execution takes forward the key visual look of the campaign, and creates intrigue about the product. "The idea is to create a strong brand recall for the world's first prepaid phone with full Facebook integration and experience while on the move," he says.

For the record, Vodafone has developed the 555 Blue handset in collaboration with Facebook. Manufactured by Alcatel, the handset has a built in Facebook key, and provides user experience optimised for friends, news, notificationtions, pictures, messaging and internet at an affordable price.

The telephone service provider launched the phone in the first week of September 2011. To promote the handset, the company launched a television commercial, conceptualised by Ogilvy India.

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