Vodafone's SuperCampaign

With the re-entry of the much-loved pug, a simple yet innovative newspaper innovation and a truly dazzling outdoor presence, Vodafone Supernet 4G campaign packs a punch., Business

22 Jun 2016 | By Payal Khandelwal

The front page of Hindustan Times’ print editions in Mumbai and Delhi on 30 April, 2016 had all the relevant news but the images accompanying them were still buffering. “Tired of waiting for pages to load?” was printed at the bottom of the page on a deep red background. The next page went on to reveal a little boy beating the Vodafone’s ‘Supernet 4G’ drum and our old friend - the Vodafone Pug just standing next to him, looking adorable as usual. On top of the page, the brand listed out all the advantages one can get on Vodafone’s 4G network. This simple yet effective print innovation was done in collaboration with Maxus (Vodafone’s media agency) and Hindustan Times newspaper.

Vodafone is leaving no stone unturned to announce the launch of its 4G services, or ‘Supernet 4G’ as they call it. It simply cannot afford to. 4G is the next gargantuan game in the telecom sector in India. Also, Vodafone 4G entered the market after its closest competitor Airtel had already released a series of ads with the ‘Airtel Girl’ about the magic of 4G connectivity. So far, Vodafone is doing a pretty good job to cover the ground though.

The 360 degree communication/media plan for Vodafone includes a major chunk of print and OOH. Not only has Vodafone brought back its most beloved mascot Pug to announce its foray into the 4G world, but has also created a big boom with its print and OOH at strategic places in Mumbai, Delhi and NCR where the 4G network is being rolled out in phases.

Vodafone has covered 35 Metro pillars and seven hoardings in Delhi
“Network plays a crucial role in enhancing customer experience. Vodafone has made significant investments to expand, enhance and upgrade our network enabling us to provide a better and richer experience to our customers. We also successfully launched 4G services across five Circles of Mumbai, Delhi and NCR, Kolkata and Karnataka,” says Siddharth Banerjee ¬ national head, brand communication & insights, Vodafone India.
The objective of the campaign is obviously to create awareness for Vodafone’s 4G services. “The brief to the creative agency to crack the overall campaign was to communicate human benefits of Vodafone SuperNet 4G and build awareness of the specific components of Vodafone SuperNet,” Banerjee adds.
Vodafone’s creative agency Ogilvy India, as usual, came up with a lovely TV campaign with a series of initial announcements (15 seconders) featuring the boy and the pug. And then came a campaign with a series of characters like Super Dad who is able to help his school going son thanks to being able to watch a video on the go. There is also a doting Super Son who guides his mother through an airport and then asks an executive to get her a window seat, all through a video chat.
In print, the brand reached out to the masses with the above mentioned innovation with Hindustan Times. With a tactical OOH campaign, designed by Kinetic India, they are covering important locations in Mumbai and Delhi to start off with. Delhi has been covered through 35 Metro pillars and seven hoardings across key spots in the city. There has been on ground activation at various malls including Cyber Hub, Galleria, Ambience Mall, DLF, and Cyber City. There have been RWA newspaper stickers and fliers, and 1600 signages, sunpacks and flanges from a saliency point. In Mumbai, there was acrylic lit letters on Dadar Tulsipipe Road and Mahim Causeway (both very strategic areas) to create a 3D impact to highlight the message ‘Say Hello to 4G’. Vodafone also recreated The Gateway of India with a 2D cutout for a billboard at Mahim causeway.

As part of its BTL activities, there was a Vodafone Pug Parade in DLF Place Saket in Delhi, in association with Pet Fed. The parade saw participation by various pugs. The activities included a fashion show, merchandise sale like customised T-shirts, leashes, collars and bandanas for the pugs, photo booths, pet grooming sessions, vet check-ups, games, etc.

Vodafone Pug Parade
In the next few months, as the 4G war between different telcos hots up further, we hope to see even more effective and better creative innovations from not just Vodafone, but other brands as well. We’ll keep you posted.