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Vodafone: Tailored on OOH

By Raushni Bhagia , afaqs!, New Delhi | In OOH News | November 26, 2012
The major markets such as Gujarat, UP, Maharashtra, West Bengal, Delhi, Tamil Nadu, Rajasthan, Karnataka and Bihar have been tapped with more than 600 surfaces.

Telecom giant Vodafone has launched several impactful campaigns with high recall value through the years, be it the use of its pug, the Zoozoos, the Delights campaign, Internet is fun and the Gaming campaign. The current campaign, 121, too describes the personalisation of the talk time plans in a fun and catchy way.

The Vodafone campaign

The extension of the campaign on the out of home platform relates to the concept of personalisation. Executed by Bates Landscapes, the OOH creatives are designed by Ogilvy & Mather.

One of the creatives showcases the various neckline designs of girls' clothing, as described to the tailor, while another shows the designs of beards given by boys to their barbers in the salon.

The message on the hoardings is, Vodafone 'Made for You' Offer, Dial *121#.

The company explains that the 121 service is designed to customise offers according to the unique needs and preferences of individuals. Therefore, the campaign depicts three different situations, each very relatable to the audience. The outdoor campaign aims to reach to the relevant consumer segment and dial up Vodafone's credentials as a truly innovative and customer-focused brand.

Anuradha Aggarwal

Anuradha Aggarwal, senior vice-president, brand communications, insights and online, Vodafone India mentions that the brief given to the agency was that as an individual, each person has unique needs and different preferences, and the unique requirements need to be taken care of in a person's mobile service.

She adds, "As mobile service is a very high involvement area in a person's day-to-day life, it's important that mobile service companies recognise this and tailor offerings suited to individual needs. And, Vodafone's 121 does just that."



The communication is amplified through a mix of large and small format media across geographies to target each and every Vodafone customer.

The six-week campaign is currently active pan-India on TV, radio and OOH, with particular focus on markets like Gujarat, Uttar Pradesh, Maharashtra, West Bengal, Delhi, Tamil Nadu, Rajasthan, Karnataka and Bihar. At last count, more than 600 surfaces were employed to carry the campaign, including billboards, bus shelters, signages, gantries, bus panels, pole kiosks, station branding, LED panels and trade fair branding options.

The campaign is an extension of the OOH campaign that ended in September and depicted the message, Vodafone par payein full talk-time offer, dial karein *121#. A special innovation was executed in Jaipur with a hoarding that was designed with a 3D cut-out of the backside of a car, with LED effect to showcase the brand's full-time talk offers.

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