Connection uninterrupted

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