When Vodafone created a virtual problem to solve a real one

Mobile phone network Vodafone wanted to increase Supernet 4G usage among the youth consumer market in India, which are high users of data.

Communication Objective

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...

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