Vodafone unveils campaign to promote Double Data & Double Validity plans

28 Aug,2015

By A Correspondent


Vodafone India launched its biggest nationwide consumer promotion, offering immense value benefits to both its voice and data customers. While the data product offered ‘Double Data’ on a pack upgrade, the voice product offers ‘Double Validity’ on purchase of a rate cutter pack for local / STD calls.


The Vodafone Doubles 360 campaign went live a few days ago with an objective to create a value proposition in the prepaid segment. The first TVC ‘Vodafone Smitten’ helped to create rapid awareness for the ‘Double Data’ offering. The second commercial ‘Vodafone Jokester’ goes on air on 27th August, 2015 and aims to deliver conversions for the ‘Double Validity’ proposition.


Vodafone India launched Double Validity on rate cutter packs, giving pre-paid customers a great reason to talk more at lower rates. The offer on rate cutter pack will enable customers to talk more at attractive rates, affordable prices and an opportunity to double the validity of the product at a nominal cost of INR 7.


All pre-paid customers of Vodafone pan India can avail this offer through any of the following routes (via 121, through the special offers section on the Vodafone website and My Vodafone app) and can choose to double the validity of the selected voice rate cutter pack by paying just INR 7.


Earlier this month, Vodafone launched Double Data offer wherein pre-paid customers availing data recharge, will enjoy double the value of the chosen data pack, at the same cost.


The brief to Ogilvy was to bring alive the key proposition of Vodafone Doubles’ offer.  The key consideration for the campaign was to ensure quick connect with the TG through simple stories and rapid awareness to drive for the offer performance.


The communication is based on the Insight that users often shackle their data usage due to the worry of running out of allowance. The creative idea of the communication is thus around More Allowance being equal to More Fun, and the TVC brings this alive through a simple story of individuals experiencing the unrestricted joys of unshackled data usage.


The proposition of Double Data and Double Validity is brought alive in two TV commercials. An interesting customer interview format is chosen which begin with pitching the proposition as a question. The respondent then begins to imagine all that he/she can do (and much more) if this dream offer came to reality.


The Vodafone Doubles propositions are brought alive through slice of life stories to ensure easy message delivery. The TVCs will be supported by a 360 degree campaign, which is designed to bring alive the Vodafone Doubles offers. 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.


Avneesh Khosla, Executive Vice President – Products & Services – Marketing, Vodafone India, said, “Mobile telecom services in India are still largely voice dominated with over 70 per cent of the market revenues contributed by Voice plans. Double Validity is one more customer centric initiative from Vodafone, conceptualized with the objective of ensuring our customers get control on how they utilize their plan and get full value for money. It is a refreshing new offering that blends affordability with customer empowerment.”


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