Origination of Vodafone
In 2007, Vodafone acquired Hutchinson Essar and became known as Vodafone Essar. Later that same year, the branding became known as Vodafone. Vodafone is the second largest mobile telecommunications company in the world with networks in over 30 countries. They have partner networks in 40 additional countries. In India, Vodafone is the third largest mobile network operator behind Airtel and Reliance Communication. It is location in Mumbai, Maharashtra with approximately 147.5 million customers. It covers 23 telecom circles in India.
Origination of the advertisement
In 2003, these ads originated in India prior to the acquisition when the company was still branded as Hutch. At this time, there were several telecommunication companies competing for a share of the rapidly growing mobile phone market. Hutch wanted to convey the message that its service was robust enough to provide coverage in every part of its coverage areas. The firm, Ogilvy & Mather, was hired to design an advertising campaign focusing on this theme. Two of the agencies senior creative directors, Mahesh V. and Rajeev Rao, said “We did not want to talk about technology, and we consciously avoided showing people talking on the mobile”. They hit on the theme “Wherever you go, our network follows” where a dog (Cheeka) follows a boy into the most unlikely places.
Strategy & Objectives
Cheeka is the dog that appears in the advertising campaigns for Vodafone starting in 2008. The objectives of the campaign: • Marks the return of Cheeka and focuses on the quality of its network. • Vodafone wants to reinforce the belief that the network offers a superior experience focusing on voice quality and clarity, instant connectivity, and no dropped calls. • Prove that Vodafone is a global network with world class technology and has a presence in 72 countries. The ad campaign was followed by a rise...
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