In the telecom category, Network perception & Price are the top reasons for consumers for considering to switch mobile operator.
Jio was advertising using price promotions and Airtel was advertising with fastest network proposition.
Vodafone was adding towers every hour to enhance the customer experience and offer even better speed. To do so we brought back their icon - the pug to communicate network strength. While the campaign helped us increase awareness, it did not increase consideration among youth in PI markets like Mumbai, Delhi, Maharashtra, & Gujarat.
The task at hand was to increase consideration for Vodafone network among the Youth who were non users of Vodafone.
Consideration could increase basis usage. But since we were targeting Non-users it was difficult to get them to experience the Vodafone network strength.