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Vodafone goes high on BTL for 3G

By VJ Media Bureau - March 12, 2014

The brand has drafted an exclusive BTL plan which includes OOH medium, mall activations and new initiatives like augmented reality and flash mob to promote its 3G plan.

Vodafone has launched the'Be Smart' campaign in New Delhi & the NCR region to promote faster, smarter and better mobile internet experience with 3G. The aim of the campaign is to encourage the current Non 3G - HSPA users to make the smart move to 3G. Vodafone'BE SMART' Mobile Internet initiative communicates the need for synergizing 3G technology with HSPA enabled handsets, for a faster, smarter and better mobile internet experience.
The brand has planned a 360 degree campaign to attract the customers, out of which BTL including OOH and Mall Activations etc play a vital role.  The objective behind utilizing the BTL medium is to engage and educate the customers on Music, GPS Navigation etc. Besides, this time the brand has planned newer activities like flash mobs and augmented reality which will be organized in Delhi's high-footfall malls.  Additionally on the OOH medium, one leg of the campaign has already been kicked off on hoardings, and it will be visible on other formats like BQS and digital pillars.
This'BE SMART' initiative is in line with Vodafone's overall strategy to democratise data and enhance awareness on the benefits of mobile internet to both current as well as prospective customers. The new'BE SMART' initiative projects real life situations with popular mobile applications ranging from videos & music, navigation, social networking, online gaming, live stock market updates etc. It engages with the audience communicating the message that'Smart phones are incomplete without Vodafone 3G', in a stimulating and interesting manner.
Elaborating on this unique initiative, Subrat Padhi, Business Head - Delhi, Vodafone India said, "Vodafone is a leading telecom service provider in Delhi & NCR with approximately 92 lakh customers. A visible spurt in the demand for Smart phones indicates a growing need for high speed connectivity. Basis our insights, we feel there is tremendous potential for customers using latest technology enabled handsets to adopt 3G on their phones to get the best experience. Our new'BE SMART' Mobile Internet initiative targets these Smartphone users and we hope to intrigue, excite and educate them on the faster, smarter and better experience of using 3G on their handsets on the go. The idea is to communicate to our consumers that smart phones are incomplete without Vodafone 3G and to enable the users to get maximum out of their handset by associating with 3G.”
While talking about the OOH medium, Subrat explained, "OOH medium is a key reminder medium and it has always been a prime medium for Vodafone. We have been utilizing this medium for long and currently the medium has improvised a lot therefore we will be using the medium in a huge manner with innovations.”  

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