Bhawana Anand, New Delhi
India is expected to have 9 crore 4G subscribers and 18 crore 4G smartphones by 2018. Therefore to grab the maximum share of users, no telecom operator is leaving any stone unturned. And Vodafone is capturing the space with tactical OOH campaign rolled out in various markets. Designed by Kinetic India, the outdoor campaign is live in Delhi & NCR and Mumbai, where the brand has interestingly plastered the cities with 'Vodafone 4G' text in their corporate font and innovations.
Explaining more about the campaign, Siddharth Banerjee, National Head - Brand Communication & Insights, Vodafone India shared, "Vodafone recently launched the next generation 4G services in prominent business and residential corridors of Gurgaon and in Mumbai across Western Suburbs and South Mumbai. Hence the OOH campaign was designed with objective to create awareness about Vodafone's 4G services amongst customers in these areas. The campaign ensured that OOH visibility aggregated the presence generated by store signage, retail assets etc as well."
The brand has rolled out the 4G services in a phased manner in Delhi NCR and Mumbai. Hence the campaign is aligned to the business objectives and aims to drive awareness and visibility amongst specific targeted customers.
Considering Gurgaon's proximity to New Delhi and being a business & corporate hub, 35 metro pillars have been branded along with putting 7 hoardings across key spots in the city. In Delhi, the OOH campaign also involved on-ground activations at malls like Cyber Hub, Galleria, Ambience Mall and DLF Cyber City. From a saliency point, 25 theatres in Delhi NCR region played the Vodafone 4G commercial and put up 1600 signages, sunpacks and flanges.
Where in Mumbai city also saw strategic deployment, the outdoor campaign has been focused in Western Suburbs and key business, residential and shopping areas in South and Central Mumbai. For instance arcylic lit letters have been put up on Dadar Tulsipipe Road and Mahim causeway to give 3D impact and highlight 'Say Hello to 4G' to relate the audience with Mumbaikars, an innovation is carved out showcasing The Gateway of India with 2D cut-out at Mahim causeway.
Why Delhi & Mumbai first?
Talking about the Delhi & NCR relevance, Apoorva Mehrotra, Business Head-Delhi and NCR Circle, Vodafone India shared, "Delhi and NCR is a significant growth market for Vodafone India with data contributing around 25% of total revenues and growing significantly. As a leading telecom service provider, our 1 Crore customers in Delhi and NCR have a lot to look forward to and we are proud and delighted to launch 4G services. We will continue to pursue our customer centric strategy of catering to the evolving needs of retail and enterprise customers for better and smarter solutions for both voice and data. We will bolster the launch with a 360 degree marketing campaign spread across platforms, with focus on OOH, radio and Digital. Beginning with key business and residential corridors in NCR across Gurgaon, which today constitute more than 10% of our data users, we will soon expand our 4G services across the length and breadth of Delhi in a phased manner."
"Mumbai is a strong leadership market for Vodafone India with data contributing around 30% of total revenues. As the leading telecom service provider, we are delighted to have launched 4G services in Mumbai. The marketing campaign aims to engage with our close to 9 million customers in Mumbai across platforms, with focus on OOH, radio and Digital. We are excited by the response to the #Vodafone4GSimArt contest. Vodafone 4G service is currently available in key business and residential corridors across West suburbs and South Mumbai. We will soon expand our 4G services across the length and breadth of Mumbai in a phased manner by end March 2016", articulated Ishmeet Singh, Business Head-Mumbai Circle, Vodafone India.
OOH- A Relevant Approach
Vodafone is one the true OOH loyalist brands, since OOH assumes significant importance for the brand to create awareness & product messaging as well as to engage with customers. "OOH outreach will play an integral part to create visibility about our next generation 4G services. The experience zones and activations are conceived to enable our customers to have closer engagements and understand the benefits of using 4G services", added Siddharth.
"We expect this campaign to reach out to maximum customers in Mumbai and Delhi and create awareness about our 4G services in the respective cities", summed up Siddharth.