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Vodafone goes innovative for 3G roaming services in Odisha

By Nabamita Chatterjee - January 02, 2015

The campaign highlighted the launch of Vodafone 3G roaming service in Odisha circle through 40 different innovative outdoor installations across nine locations in the state.

India's leading telecommunications service provider, Vodafone India, launched 3G roaming services for the benefit of the customers in the Odisha circle through an extensive out-of-home campaign. To engage with local audiences, Vodafone launched yet another high decibel branding campaign in the state with 40 different types of OOH formats. Vodafone has implemented this campaign in association with Kinetic India.

According to the brand, recently there has been an upswing in traffic and the crowd increased around certain areas of Bhubaneshwar, Cuttack and Rourkela, Brahmapur, Sambalpur, Paradeep, Jajpur Road, Jajpur Town and Keonjhar in Odisha, the brand connected with the citizens through various media like billboards, bus shelters, bulletin boards, wall wraps, signage's, public utilities, traffic consoles etc. featuring the much loved Vodafone Zoo Zoo characters.

Zoo Zoo innovation

One of the clutter breaking innovations has been the 18 ft tall 3D Zoozoo prototype, with added embellishments and illumination on the brand logo, placed at a strategically located public utility wall at Bhubaneshwar. The entire backdrop and brand messaging has been seamlessly recreated with thermo-formed 3D creative elements and printed flex to create a real-life visual referral of the Super Zoozoo breaking out from a wall. The'Faster, Smarter, Better' Vodafone 3G proposition has been highlighted through 3D backlit acrylic glow boxes and special sequential lighting effects has further enhanced the overall impact of the creative, making it a must see installation in the city.

Also, an added attraction to Vodafone's 3G outdoor campaign are the two 20 ft tall giant SuperZoozoo cut-outs installed at very high footfall catchments like BMC Bhawani Mall in Bhubaneshwar and the main bus stand at Rourkela which created a'larger than life' aura and impact.

Speaking about this innovative branding initiative, Deepak Saluja, Business Head - Odisha, Vodafone India said, "A continued focus on innovative and relevant products and best in class customer service are the hallmark of Vodafone's business in Odisha. We are extremely proud to be the circle to herald the availability of Vodafone 3G on a pan India basis. The OOH campaign we have unveiled to announce the launch of 3G roaming in Odisha is one more testimony to Vodafone's continued efforts to innovate and go beyond the ordinary to engage with our valued customers. It is a great platform to get our message across to several thousand eye-balls each day. Travellers and residents of Odisha can now enjoy continued connectivity, stay informed and entertained with Vodafone's reliable, high speed and competitively priced 3G Mobile Internet packs.”

Other formats

Other interesting campaign elements in Bhubaneshwar include backlit bus shelters with'Super Zoozoo' cut-outs decorated with blinking L.E.D strips to augment the brand message. Also a billboard innovation has been put up in Rourkela, featuring a giant'Super Zoozoo cut-out with animated L.E.D illumination.

According to the brand, "The creative campaign to launch Vodafone 3G roaming service in Odisha assumes greater significance because with the Odisha launch, Vodafone is the first telecom service company to offer 3G services pan India to its customers.”

Amit Sarkar, Chief Operating Officer, Kinetic India shares, "Taking the 'best innovative route' within the current OOH ecosystem in Odisha was the approach to launch Vodafone 3G services. The right placements of all media formats and the innovations helped in creating the desired impact and buzz in the market. We received great support from Vodafone Odisha Team and good work from the Kinetic Team on ground.”


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