Vodafone India rooted on the principles of ‘Customer First’ intends to liberate the emerging data users from the constraints of data usage – by giving them a ‘taste’ of worry-free data – thereby helping them discover the world of possibilities that a high-speed, unlimited data connection provides – without any worries. Vodafone India launches SuperHour – TRULY UNLIMITED Data Packs starting at Rs 16 for one hour. With this innovative product, Vodafone’s DATA customers can browse worry free and enjoy unlimited internet starting at Rs 16 for an hour.
The Vodafone SuperHour 360 campaign goes live today on 10th January, 2017 with an objective to create a value proposition in the Data segment. The first TVC ‘More fun to you’ will help create rapid awareness for ‘SuperHour – unlimited internet entertainment in an hour’ offering. The second commercial ‘‘More fun to you’ will go on air on January 16, 2017, and will is aimed at driving further awareness and delivering conversions for the ‘SuperHour’ proposition.
The brief to Ogilvy was to engage with Data users who are often plagued with uncertainty regarding data charges, resulting in restricted/constrained data usage through the new TVCs. Idea was to bring alive the key proposition of enjoying internet browsing worry-free. The key consideration while delivering the campaign was to ensure a big announcement feel of a TRULY UNLIMITED product.
Ogilvy was briefed to build awareness of the SuperHour product and the unlimited internet entertainment – without consumers worrying about high and unexpected data charges.
The commercials focus on the unlimited possibilities of data browsing in one hour, portrayed in an interesting “talk-to-the-camera” format where the commercial/TVC begins with a promise of no more DATA dieting with Vodafone SuperHour. The proposition of unlimited internet entertainment is brought alive through the delivery of internet browsing possibilities with SuperHour like physical training at home, cooking at home, low-calorie diet consultation on youtube, and fashion clothing shortlisting online in the first commercial and multiple entertainment possibilities in the second commercial.
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The propositions are embedded in simple engaging stories to strongly drive message delivery.
The TVCs will be supported by a National 360-degree campaign, which is designed to bring alive the Vodafone SuperHour proposition, with 6 languages. As the core TG of each of these may reside in different markets and access different media, TV, OOH, digital, and on-ground has been chosen to target specific offers across varied geographies.
Credits:
Client: Vodafone India
Agency: Ogilvy & Mather
National Creative Director: Rajiv Rao
Group Creative Director: Kiran Antony
Creative Team: Jigi Dalal, Makarand Berde, Nandini Biswas, Alabhya Vaibhav, Sayan Sen Gupta, Parth Gadhia, Sudhir Pai, Rajdeep Ghosh, Rachit Narang, Devasish Vaghela
Account management:
Global Clients’ Director: Hephzibah Pathak
Senior VP and head of team Vodafone: Hirol Gandhi
Account Management team: Manish Tilwani, Bhawana Choudhary, Shailee Mehta and Darshani Nene
Planning: Anoop Menon
Production House: Nirvana films
Director: Rajiv Rao
Producer: Sunitha Ram
