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OOH made for you!

By Bhawana Anand - February 10, 2013

Vodafone and Bates Asia designed a high-decibel national OOH campaign to promote the '121 Made for You' scheme.

Taking a closer step towards connecting with its customers, Vodafone's 121'Made For You' scheme essentially facilitates the end users to customize their package to suit their needs. For this, the brand developed a 360 degree campaign in which OOH played a vital role. A nationwide OOH campaign saw exclusive innovations showcasing the offer. Individual market attributes were considered when planning for each circle. The duration of the campaign ranged from 14 days to a month, depending on the circle where it ran.

Speaking about the campaign, Shamine Panthaky, Sr. Vice President, Team Vodafone, Bates Asia, said, "The campaign was very noticeable in terms of visibility, but considering the brand and the stage of its lifecycle, we now need to work harder to ensure the creatives are better suited to the medium and can go beyond mere information dissemination.”

The main challenge was to make sure the OOH campaign was up to the mark in comparison with the TVC, which generated a lot of popularity. To being with, the visuals had to connect with the TG given that it's a static medium. Secondly, the campaign was being rolled out in various markets, at various points in time.

 Therefore, creating innovations for the same brief, but which would also allow each individual activity in the circle to stand out, was a challenge. Despite these challenges, the agency found an intelligent way to execute the innovations by converting challenges into opportunities. For example, each region came with its own regulatory requirements, so if an idea could not be executed in one place; the agency had the option of doing it elsewhere, where the laws were not so stringent. 

The brand also tried experiential marketing to give a real experience of the tailor-made service with the theme'Made for you'. The brand engaged with 23 outlets of Cocoberry across Delhi and NCR, wherein Vodafone customers could walk in and get a small cup of frozen yoghurt free with the choice of their favourite 3 toppings. 

Apart from this, Vodafone has also tied up with Hair & Shanti, a saloon chain in Delhi where male and female customers could walk in to any of the 9 outlets and get a free hair-wash. Threading for females and head massage for males were the other freebies offered. Some highest catchment areas in prominent malls of Delhi also saw activations to target the audience.

 Vodafone 121 kiosks were made for interactions with walk-in visitors and there were also opportunities for all walk-ins to get dietary tips from a renowned dietician, besides hair style recommendations and customized coffee mugs.
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