Vodafone uses a knock-out bout to say 'Everybody wins'

Vodafone India has launched an intergrated campaign to drive home a new promotion for its pre-paid customers. The promotion titled 'Every recharge wins' offers customers making a recharge additional voice minutes, data or SMSes. The campaign, which includes two TVCs, has been conceptualised by Ogilvy & Mather, and kicks off on 24 July.

One of the films features a boxing match in a foreign location. In front of a boisterous crowd, one of the boxers knocks down his opponent. The referee lifts the winner's hand as is customary after a match. The winner reaches out to the person next to him outside the ring, and raises his hand. This continues through members of the audience until someone reaches out to the fallen player in the ring, lifts him up and raises his hand. He in turn lifts the free hand of the referee, completing the circle. The message 'Everybody wins' flashes on screen before the offer is announced.

The four-week campaign will be seen on over 60 channels, including those airing the India-England cricket series, informed a Vodafone statement. The brand has tied up with two radio stations covering 40 markets. The film will also be screened in over 2500 screens, besides the digital and social legs.

Ronita Mitra, SVP - brand communication and insights, Vodafone India, said, “Every Recharge Wins is targeted towards our discerning pre-paid customers providing them added benefits for the same price and encouraging them to recharge big in order to  win big.  The advertising campaign is conceived to reach out to our close to 160 million pre-paid customers through various mediums like TV, print, digital and radio.  The television campaign aims to drive visibility and awareness about Every Recharge Wins proposition. We will connect with our internet savvy customers through a digital outreach and also more online recharges.”

Credits

Client: Vodafone India

Creative agency: Ogilvy & Mather

Media agency: Maxus