Vodafone Alert TVCs
Thursday, January 03, 2008
I was at home for last one week, and whatever time I spent along with our idiot box proved the same point - advertising is becoming more of a noisy clutter! But among the indifferentiables in this clutter, there come some fresh changes that really brings back the charm of advertisements. One among this lot is Vodafone's new series of ads promoting its Value Added Services (VAS) - alerts.
Indian telephony has already become a commodity product. Today people easily switch between the brands whenever they get an eligibility (the serious users of one SIM card are also the long term users, as they prefer to keep same number. Hence switching is not frequent but only on special occasions like location change, serious differences with operators etc will the person change the operator.) Due to this only differential is the VAS.
One of these ads start with a guy entering the life but not getting down on any floor. From the morning, it changes to afternoon, then evening and finally night when even the lift attendant leaves. Then a charming lady enters the lift and acknowledges the guy's encouraging looks. The screen then changes to the SMS alert the guy had got in the morning - "You will find your soul mate in elevator today".
There are series of ads and each one is very nicely executed, backed with a fresh idea and a synergised background music. These ads showcase how the role of a professional advertising team helps in the branding exercises. Last few years have seen lot many ads which appealed a lot, were loved by the general audience but still didn't move the sales figures much. But this ad scores well on all fronts; it hits the right chord to the right target group. Its only the SEC A and B mostly which use three or more VAS and hence the subtleness of ads is apt. But the VAS like astrology, news, stocks etc have the scope of volumes due to attractiveness to SEC C which is quite large in number. It will be nice to see how they react to these advertisements.
Here are the the ads on the roll-
PS: Although all seems well with these new series of Vodafone campaigns, just that only one question remains in heart of Hutch loyalists - where has the Hutch dog gone and why!
Indian telephony has already become a commodity product. Today people easily switch between the brands whenever they get an eligibility (the serious users of one SIM card are also the long term users, as they prefer to keep same number. Hence switching is not frequent but only on special occasions like location change, serious differences with operators etc will the person change the operator.) Due to this only differential is the VAS.
One of these ads start with a guy entering the life but not getting down on any floor. From the morning, it changes to afternoon, then evening and finally night when even the lift attendant leaves. Then a charming lady enters the lift and acknowledges the guy's encouraging looks. The screen then changes to the SMS alert the guy had got in the morning - "You will find your soul mate in elevator today".
There are series of ads and each one is very nicely executed, backed with a fresh idea and a synergised background music. These ads showcase how the role of a professional advertising team helps in the branding exercises. Last few years have seen lot many ads which appealed a lot, were loved by the general audience but still didn't move the sales figures much. But this ad scores well on all fronts; it hits the right chord to the right target group. Its only the SEC A and B mostly which use three or more VAS and hence the subtleness of ads is apt. But the VAS like astrology, news, stocks etc have the scope of volumes due to attractiveness to SEC C which is quite large in number. It will be nice to see how they react to these advertisements.
Here are the the ads on the roll-
Elevator 
Husband and Wife
Onion
Goat
PS: Although all seems well with these new series of Vodafone campaigns, just that only one question remains in heart of Hutch loyalists - where has the Hutch dog gone and why!
posted by Jas @ 10:40 AM,
