Vodafone paints the OOH landscape RED

Vodafone introduced an all-in-one integrated plan exclusively for postpaid retail and enterprise customers called'Vodafone RED' to meet the existing and emerging needs of customers using multiple devices.  In order to establish Vodafone RED as a leading post-paid product with a compelling value proposition, the brand launched a high decibel marketing campaign to bring alive the key features of the product. The outdoor communication aimed to amplify the awareness about Vodafone RED and complement the television campaign.

"As a part of this campaign, we have installed large size Vodafone RED branded helium sky balloons atop Vodafone stores. These balloons were also put up in some of the major garba grounds in Gujarat. Another important feature of the campaign is the Vodafone Belvedere Metro Station in Gurgaon which has been transformed into a complete Vodafone RED branded arena. A mix of all these mediums together helps us ensure high launch impact in the key cities,” said Ronita Mitra, Senior Vice President — Brand Communication & Insights, Vodafone India.

The locations have been selected keeping the travel patterns of post-paid TG in mind and thus strategic catchments and relevant congregation points were identified. High traffic arterial routes within the city, key commercial hubs, SEC A residential areas and transit points were occupied via traditional large format OOH media. Also, salience builders like backlit helium balloons were deployed around selected Vodafone flagship stores.

The OOH campaign has been primarily targeted at key cities like Mumbai, Delhi, Ahmadabad, and Kolkata where customers have greater affinity towards postpaid services.  Considering that retail plays an important role in powering postpaid, the brand has installed helium balloons atop Vodafone stores in cities like Ahmadabad, Baroda, Pune, Chennai , Bangalore, Hyderabad and Vizag.

Multiple creatives have been used for the campaign, covering key landmark billboards and strategic bqs.'RED corridors' were created with branding of 3 bqs in a row on key routes. On the execution part, huge cutouts of the main creative elements had been placed with added LED illumination to augment the overall impact.

Vodafone Belvedere Metro Station in Gurgaon was one important part of the OOH campaign. The station has been transformed into a complete Vodafone RED branded arena.