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. nd 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 in the popularity of pugs in India where the sale of these dogs doubled and process shot from $200 to $800-$1200 per pug. Cheeka invokes cognitive and affective reactions in the consumer. Cheeka makes the ads memorable and help create an emotional feeling of happiness and joy. Vodafone;s “Happy to help” ad focuses on customer service. Target Market The ad focuses on current and potential customers of Vodafone.
They target many segments of consumers such as professional workers, youth, including several options for different income levels. Cheeka helps the company focus on middle class families showing the loyalty of a pet to children. This conveys loyalty of Vodafone to its customers. Creative idea & execution The idea behind the ad campaign was to use man’s best friend and the feeling of unconditional support to express Vodafone’s ability to provide telecommunication coverage and support to all areas in which its service would reach.
The ad is a combination of good music, emotive lyrics, comfortable situations to show the bond between the dog and a girl. The lyrics of the music infer superior customer service. AIDA Model • Attention – Attention point are the background music, inspirational lyrics, and the bond between child and dog. • Interest – Emotional attachment of the pet. Psychological and social needs for purchasing the product are kept in mind. • Desire – Network that cares for the customer and ensures customer satisfaction. • Action – Call service lines, visit the stores, login to website for inquiries. Positioning
Vodafone already has a reputation in India for its strong network capabilities. To expand their reputation, the “happy to help” campaign has allowed them to position themselves on customer delight rather than a strong network. They use the pug as a symbol of strong customer service comparing their service to the girls help from her pet dog, man’s best friend. Vodafone differentiates themselves by reviving the love of dogs when dogs were considered a thing of the past in India. In addition, the ads are considered different because Indian markets are known for using humans or animation to promote products or services.
The idea of relating a dog to human relation to target customer service is truly out of the box thinking. Conclusion Even with all of the information provided here, the real star of the show is Cheeka. Vodafone is a successful company due to its technology and service offering, but Cheeka makes Vodafone memorable in the eyes of the consumers. It plays with the emotions of consumers while focusing on dedication and loyalty between a dog and a child. This brings attention to the dedication and loyalty that Vodaphone strives to provide for its customers and gives utmost importance to customer service. This is a successful ad campaign.