Vodafone: Making of the world's most loved telecom brand on social media
Ashwath Ganesan
Campaign details
Brand owner: VodafoneAgency: Social@Ogilvy (Ogilvy & Mather)Brand: VodafoneCountry: India
Executive summary
In a highly competitive, saturated telecom market in India, where pre-paid customers were fickle and discriminating, Vodafone had to rapidly build brand affinity with its audience on a new medium: Facebook. With competitor Tata DoCoMo already established as the category leader on Facebook, the brand had to find a new way to engage with its fans, building a relationship with them and generating advocacy.
Through a...