Mumbai: With manifold growth of data in the Indian telecom market – the key customer demand is now for a fast and ubiquitous data network to access it. Vodafone today caters to over 180 million customers and Speed is at the heart of its core differentiated offering. Over the years, Vodafone has demonstrated ‘Network’ and ‘Quality through connectivity and voice clarity’ and now there is an added dimension of ‘Speed’.
This T20 season, Vodafone is back with a new campaign to communicate “Speed is Good”. This comprises of a series of television commercials that Vodafone will air during the 7 week long tournament. The campaign is made up of short but charming and memorable stories where Vodafone customers use their fast 3G network to bring a smile to someone’s face. This “Speed is Good” campaign aims at articulating speed with the benefit of the fastest 3G network substantiated with hard functional claims basis an analysis of Ookla Speedtest data during the period September 2014 to February 2015. The Vodafone network was adjudged to allow 22% faster download and 43% faster upload experience with its 3G data network as compared to the next best operator. This campaign will endeavor to strengthen the 3G network credentials through new campaign.
As a build-up to the IPL campaign, Vodafone launched the idea of ‘Speed is Good’ with two commercials “Farewell” and “Haircut” earlier. The commercials which are on air tell the story of technology and in the process touches hearts. The stories also effectively establish the idea of ‘Speed is Good’. To build on this idea, Vodafone will be releasing two new spots called “Baby” and “Library”. The “Baby” spot is about how a crying baby is pacified by a teenage boy with the help of faster video downloads on Vodafone. And the “Library” spot tells the story of how a group of friends break into a silent celebration in a library when the news of someone’s birthday spreads quickly on Vodafone 3G.
Commenting on the campaign, Ronita Mitra, Senior Vice President –Brand Communications and Insights, Vodafone India, said: IPL is the biggest sporting platform in the country designed to appeal to a wide audience with high clutter and frequency during a very compact period. In line with our brand promise of always enabling consumers to be confidently connected, we are launching the ‘Speed is Good’, campaign that reinforces Vodafone’s network credentials in an evocative and engaging manner. The high decibel campaign aims to position Vodafone as the fastest 3G network in the country.”
“The ‘Speed is Good’ campaign will demonstrate several memorable moments where the speed of DATA network is the differentiator. Additionally, we will amplify the concept of ‘Speed is Good’ through several on-ground and digital properties like Vodafone Speed Quiz where winners will be gratified via the Vodafone SuperFan and Vodafone Fan Army. Apart from TV, Digital will be a key media vehicle to take the message to consumers in a meaningful manner, be it through impact properties or contextual messaging.” adds Ronita.
During the matches, Vodafone will kick-off series of on-ground and online engagement campaigns for the fans to amplify speed. Vodafone Speed Quiz will leverage the cricket fever and offer a money-can’t-buy experience for the fastest correct answer. The winner with the fastest correct answer of the Vodafone Speed Quiz goes on to become Vodafone SuperFan and the remaining 20 winners will join the Vodafone Fan Army respectively. In addition, there will be Vodafone Speed Zones to host interactive activities around the core concept of ‘Speed’ to engage in-stadia crowd. Vodafone is also closely working with concerned authorities to create engaging opportunities for the fans at the identified Fan Parks across the country.