Vodafone includes digital OOH in its 4G campaign in Kolkata

Following Vodafone’s 4G internet launch in Kolkata earlier this year, Kinetic India, Vodafone’s OOH partner produced an OOH media mix including traditional and digital both. Conventional media like billboards were used to cover the length and breadth of the city and unconventional media like kiosks and traffic Booths were employed for creating better visibility. Apart from traditional media, Vodafone also adopted DOOH solutions in the form of LED walls etc.
 
The outdoor campaign aimed to enhance Vodafone’s credentials as a truly innovative and customer- focused brand. A sharp focus was kept on youth frequented areas, where the Campaign was screened and reinforced with OOH media. Proximity to malls and hangout zones was maintained strategically with a balanced media mix. To this, transit media like Metro trains, AC Volvo buses etc were used in an interesting way, to add value and differentiation in the OOH communication. There were outstanding TVCs displayed inside Metro trains which had highest visibility and thus the message was observed faster by the audience.

Anand Sahai, Business Head, Kolkata and Rest of Bengal, said “4G is all about speed and Kinetic too lived up to our expectations and rolled out the campaign in least possible turn-around time while ensuring highest levels of safety for the installation team.
 
Commenting on this Launch, Rachana Lokhande, Head – Buying & Trading, Kinetic India, said, “Kolkata was the first circle in eastern India where Vodafone launched its 4G services and being the primary localized communication medium. The launch outdoor campaign had to be extremely cost-efficient and also deliver the desired result. With this specific objective, the campaign had been planned meticulously and the right mix of media had been recommended to deliver both impact and maximise the reach at the same time. The campaign also saw several landmark innovations with the least turn-around time, which had been highly lauded by the Vodafone team too.