Vodafone all set to launch '121 Campaign'

Vodafone India is releasing a new TVC campaign that highlights ‘121’ an innovative IVR based product offering that empowers customers to choose their best offer across the following product types local, STD,SMS ,VAS and data.

‘121’ is a service that has been designed for the more price conscious segments, who have a greater affinity toward IVR based services. The intent has been to convey the message that Vodafone understands that each customer’s needs are unique and different and hence offers plans that are tailor made to individual needs.

WHY 121:
The telecom market in India is hypercompetitive with almost 10 brands vying for customer attention. Vodafone's endeavor has always been to come up with products and services that are innovative and provide unique customer benefits.

121 is one such IVR based service, which enables the customer to choose the best offer that Vodafone has for him/her basis the usage on the mobile number and thereby places the power in the hands of the customer to decide what offer suits his/her unique requirements.121 allows customers to get their best offer across the following product types local, STD,SMS ,VAS and data.

121 as a service is already popular in most circles, and is targeted at SEC B and C since these segments are more price conscious and have a better affinity to IVR based services. With this campaign we hope to dial up Vodafone's credentials as a truly innovative and customer focused brand.

BRIEF TO THE AGENCY:
As an individual, each person has unique needs and different preferences.  The same, unique requirements need to be taken care of in a person’s mobile services.

As mobile service is a very high involvement area in a person’s day to day life it’s important that mobile service companies recognize this and tailor make offering suited to individual needs.

The brief to the agency was to bring to life the essence of 121- Vodafone will give you an offer best suited for your needs, since we understand that each person’s needs differ from one another.

CONCEPT BEHIND THE CAMPAIGN:

Different people have different requirements from even the simplest tasks. We see that every day, all around us - like women briefing a neighborhood tailor on what style of dress they require. The combinations of colours, styles, cuts, accessories, based on the individual’s specific requirements, for even a simple dress are endless. And just like the tailor, Vodafone’s 121 service is equipped to customize offers to its customers based on their usage. The campaign depicts three different situations, each very relatable to our audience.

DETAILS OF THE CAMPAIGN:
The 121 campaign will be a six week long with 3 films bringing to life our proposition. We will be supporting the campaign with a high decibel 360 media plan using TV, Radio, Print, Outdoor, on Ground and a digital and online plan.

CREDITS:

• Agency: Ogilvy & Mather (Mumbai)
• Agency: Ogilvy & Mather (Mumbai)
• National Creative Director - Rajiv Rao
• Country Head - Team Vodafone: Kapil Arora
• Sr. Creative Directors - Kiran Anthony and Shahrukh Irani
• Creative team - Jigar Fernandes, Makarand Berde, Rakesh Jha, Harshad Salian, Parth Gadhia
• Account Management - Sarang Wahal, Chatak Vakharia and Shivali Bhalla
• Account Planning - Anoop Menon
• Production House - Good Morning Films
• Director - Rajiv Rao