Con­nec­tion un­in­ter­rupted

Outdoor Asia - - Front Page -

ket­work is one of the most im­por­tant cat­e­gory pil­lars for tele­com. In the ini­tial phase of mar­ket de­vel­op­ment, Voda­fone had com­mu­ni­cated ‘where ever you go our net­work fol­lows’, the leg­endary com­mu­ni­ca­tion had made our brand syn­ony­mous to an om­nipresent net­work and gave it the stature of a con­stant com­pan­ion. In the last cou­ple of years, while we have not com­mu­ni­cated our net­work many com­peti­tors now have come for­ward to claim a good/ bet­ter net­work and made a clut­ter of noise around it. As the tele­com mar­ket has ma­tured length of the net­work has be­come hy­giene /point of par­ity whereas qual­ity or depth of net­work is the need of the hour from cus­tomers. The brand wanted to re­in­force the be­lief that Voda­fone net­work of­fers its users a su­pe­rior ex­pe­ri­ence across three key pa­ram­e­ters that de­fine the depth or qual­ity of a net­work: Voice qual­ity and clar­ity, In­stant con­nec­tiv­ity, No call drops/ un­in­ter­rupted. Help­ing the brand do so Bates Wall­street, con­cep­tu­al­ized and ex­e­cuted a cam­paign which recre­ated real life sit­u­a­tions to demon­strate that Voda­fone is the best qual­ity net­work. The cam­paign saw an ex­e­cu­tion of two in­no­va­tions where in the pro­tag­o­nists of the TVC a small boy and a girl en­gaged in in­ter­est­ing con­ver­sa­tions, for in­stance one had the girl on the swing and the boy with her and the swing was given move­ment with a mo­tor. The cam­paign was tar­geted at 18 to 45 years males, SEC A, B, and C Voda­fone users, and sec­ondary con­sumers who are the in­ten­ders. The cam­paign was ex­e­cuted in Mum­bai, Jaipur, His­sar and Karnal

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