Vodafone Red rolls out innovations in Odisha

Vodafone established a planned outdoor campaign along with innovations to increase their leadership in B towns for their new postpaid connection plan Vodafone Red. The brand opted for three different OOH formats to execute the said innovations which included hoardings (40x20), public utility (18x9) and bus shelter (48x5). The brand partnered with Kinetic for their entire OOH branding. 

The campaign has been spread across 10 towns in Odisha including Angul, Bhubaneswar, Berhampur, Dhenkanal, Jharsuguda, Puri, Cuttack, Balasore, Rourkela and Sambalpur. Vodafone has taken 29 outdoor sites to execute this campaign with a booking period of two months.

According to Vodafone, OOH advertisement plays a major role for any brand or product's overall exposure. "The OOH brand promotion counts as a major stake in getting maximum visibility. Also in comparison to any other advertising format, OOH is the cost effective mode of brand display. Thus, we can achieve maximum space for promoting any brand at any particular place for creating greater impact on the prescribed TG and hence the brand receives more penetration in their specific markets. This success can only be achieved through OOH medium.”

In implementing these innovations Vodafone had to face huge challenges. As the innovations had multiple layers, a strong coordination with different group of people before the specified timeline was a major factor. Another major issue was to obtain permission from several government authorities like municipality and traffic police.