Vodafone's 121 magic in Bhubaneswar

Vodafone recently went innovative to communicate that their customers would get surprising customized tariff offers by dialling 121 in front of Pal Heights Mall, Jaydev Vihar in Bhubaneswar. Executed by Bates Chi & Partners the aim of the campaign was to deliver the message differently and innovatively which could easily grab eyeballs by communicating the Value Added Services . The brand used the theme of a Magician and magic so as to create a magical and surprising element.
 
The creative has a backdrop of magician waving out magical and surprising offers out of a hat mounted on the Unipole on one of the best stretches of the city. Jack Mohan Parichha, State Head (Odisha Circle) Bates Chi & Partners-Landscape, Odisha, shares, "The brief was to make a clutter free and unique communication through OOH medium. Client has specially mentioned to select a unique media on the busiest stretch of the city. So as per the brief we have selected a media that is clutter free and limited in number i.e a DIVIDER UNIPOLE which by its very uniqueness would add more value to the innovation and double its impact. Bates was completely involved to execute this innovation perfectly.  With its long distance visibility and location of the site, no one can miss this innovation and it has already become talk of the town. The campaign duration is 30 days and for the entire promotion 37 no of Large & small format Media were used across top 8 towns of Odisha apart from this single point innovation.”
 
While describing the challenges faced in implementing the idea Jack further shares, "This campaign execution was a one herculean task as we had to mount giant cut out of the Magician on the unipole of size 12x6. The innovation took around three days to get properly executed. The biggest challenge was BMC & traffic permission issue. Another challenge was for the workers who were working at such height during night with all safety measures. Given the location, the campaign became one of the attractions. People began taking pictures and videos and there was a lot of the excitement built around it. This definitely is a one of a kind innovation executed so far for Odisha Vodafone Circle. As an agency we suppose that we understand the broadened horizon of next level of marketing communication & we believe in setting apart new trends.”
 
Overall this innovation created the much needed clutter-free attention for Vodafone. Abdhesh Singh, Business Head, Vodafone Spacetel Limited, Odisha shares in this regard, "Great innovation…Super stuff and breaks clutter significantly.”