Vodafone goes outdoor to project 1+1 Scheme in a big way

Vodafone has rolled out an innovative campaign to build consumer awareness about its added benefit scheme i.e. Vodafone Tuesday’s whereby the telecom brand has tied up with brands to offer 1+1 every Tuesday exclusively for Vodafone customers. The OOH campaign is part of the brand’s 1st phase of communication, in the Delhi NCR market.

The campaign features a number of innovations such as bqs top panels showcasing cut-outs of Costa Coffee cups or pizza slices and hoardings showing a face with cutouts of shades reflecting pop-corn cups. Various other formats such as flyovers, unipoles, amusement park media and mall media have been used for the campaign.

“The media mix for this campaign has been crafted in a manner as to have a segmented, phase- wise approach. In phase 1 we have tried communicating to the masses and create awareness through mass media platforms like the outdoor. The idea was to establish a communication property wherein Vodafone customers will be proud of the association with the telecom provider, says, Subrat Padhi, Business Head – Delhi, Vodafone India.

The brand has focused on the creatives to communicate effectively in the OOH space. The efficacy of the campaign is being assessed by the number of SMS’ received for the offer and more than 60,000 hits have already been registered. A year-long campaign will be supported with some more innovations talking about different lucrative offers and new tie-ups.