Bhawana Anand, New Delhi
Earlier this year, Vodafone launched its 4G services in Kolkata and to create a great buzz and hype for the service launch, the telecom brand partnered with the outdoor specialist agency- Kinetic India. The outdoor campaign aimed to enhance the Vodafone's credentials as a truly innovative and customer- focused brand.
A sharp focus was kept on youth frequented areas, where the campaign was screened and reinforced with OOH media. Proximity to malls and hangout zones was maintained strategically with a balanced media mix. To this, transit media like Metro trains, AC Volvo buses etc were used in an interesting way, to add value and differentiation in the OOH communication. The TVCs were being displayed inside Metro trains which had highest visibility and thus the message was observed faster by the audience.
Conventional media like billboards were used to cover the length & breadth of the city and unconventional media like kiosks and traffic booths were employed for creating better visibility. Vodafone is always open to experiments on different ways to reach out to its target audience effectively and hence, apart from traditional media also adopted DOOH solutions in the form of LED walls etc.
Anand Sahai, Business Head, Kolkata and Rest of Bengal, Vodafone Inda said, "4G is all about speed and Kinetic too lived up to our expectations and rolled out the campaign in least possible turn-around time; at the same time ensuring highest levels of safety for the installation team."
Commenting on this media planning, Rachana Lokhande, Head - Buying & Trading, Kinetic India said, "Kolkata was the first circle in eastern India, where Vodafone launched its 4G services and being the primary localized communication medium, the launch outdoor campaign had to be extremely cost-efficient and also deliver the desired result. With this specific objective, the campaign had been planned meticulously and the right mix of media had been recommended to deliver both impact and maximise the reach at the same time. The campaign also saw several landmark innovations with the least turn-around time, which had been highly lauded by the Vodafone team too."