Editor's Take

Review : #StrongerEveryHour: Vodafone Idea New Ad Campaign, A Discrete Way To Reinforce Communication Strategy?

The telecom giant’s first marketing campaign for the year 2019 is conceptualized by Ogilvy & Mather India to showcase improved network of ‘Vodafone SuperNet 4G’ at crowded places.

Post affixing new partnership with #StrongerTogether, Vodafone Idea launches another campaign – #StrongerEveryHour to acknowledge the crucial inputs of service engineers that go unnoticed. Besides, the significant approach of the campaign is to put customer’s need of getting an interruption-free network even in the most jam-packed places. Reliance Jio, of course, rolled out like a juggernaut in the telecom industry so-much-so that it created a struggling stay for other telecom companies. Thus, to attract customers with innovative marketing becomes a challenge for other players. With this new advertising campaign, Vodafone Idea promises to deliver the strongest data connectivity on smartphones even in crowded places.

About The Ad

The ad starts with two network engineers while laying towers, are conversing about their work. One of them shares the plight of people not missing them if the network goes hindrance free. Another engineer, who can be seen fixing network issues on the sight, said that the main intention of their work is to avoid the need of people missing them. Putting customer needs as priority, Vodafone’s aim with #StrongerEveryHour is based on the insight that customers think of the service provider especially when they have a poor network experience.

Commenting on the new campaign, Sashi Shankar, Chief Marketing Officer, Vodafone Idea Limited, said, “We are making significant investments in improving the network as the data uptake in India creates some global benchmarks. Vodafone SuperNet 4G – The Data Strong NetworkTM will be strengthened as towers get added every hour, especially at crowded places. For any telecom service provider, network engineers are the backbone for providing uninterrupted connectivity. Through this campaign, we are saluting these heroes for helping us deliver superior customer experience. Driven by digital, the #StrongerEveryHour campaign finely captures the essence of providing a seamless network experience across other mediums like TV, OOH, print and radio.” 

Kiran Antony, Executive Creative Director, Ogilvy & Mather Advertising Pvt. Ltd, said, “When a network works perfectly fine, no one ever remembers the people who work behind the scenes to make it run seamlessly. This insight is what helped us humanize the network improvement efforts of Vodafone while staying focused on delivering the message – seamless network experience even in crowded places because we are adding a tower every hour. The campaign revolves around conversations between two network engineers while they are busy adding new towers.”

Our Take

Vodafone’s new campaign has glorified the efforts of the network engineers who are behind the laying of the network towers to make the experience of data and voice call perfect for the users. According to Harsh Kedia, Co-Founder Auburn Digital Solutions, “It’s a well-executed ad by Vodafone. The idea around how brands these days are struggling with customer complaints and at the same time also communicating the thought of brand being there to support at the time of complaint as well as reducing the root cause of complaints is very well addressed.”

Brand ambassadors can, of course, do wonders for some brands. Here in the ad as well, the two of the characters have personified the brand value and strengthened the communication strategy of Vodafone. Through the campaign, the laymen, and especially the users of the network, could connect well. Also, Vodafone conveniently highlighted the network importance for the price sensitive people. We give a thumbs-up to this advertisement which can probably make a difference and move in favor of it.