Vodafone in association with My FM has launched as interesting campaign mainly to showcase their network strength. So while Idea is encouraging their network users to walk while they talk, Vodafone has decided to let a walk determine its network strength.
Vodafone started the campaign called Vodafone My Network My Journey, which was executed between July 22-28 across My FM’s six stations in the MPCG (Madhya Pradesh and Chhattisgarh) region. Vodafone completed its network coverage of the MPCG region on July 22.
Harit Nagpal, CEO, Vodafone India, said, “Our core brand promise is our vast network coverage — this is what we wanted to bring out through this campaign. Historically, Vodafone has been associated with a strong network, propagated by our ad campaign. This on-ground initiative is just one of the layers of reinforcing it in our consumers’ minds.”
A round-the-clock live journey was made for the campaign, where a My FM RJ travelled to several locations in these two states, describing the places to the station’s listeners via a Vodafone mobile. To give a clear overview of the network the RJ tested both the FM station’s, as well as Vodafone’s, network strength at various locations in Indore, Gwalior, Jabalpur, Bilaspur, Raipur and Bhopal. The RJ relayed the description through an OB (outside broadcasting) link to the stations while travelling in trains, taxis and buses, rather than from a stationary location just to showcase the network strength.
Harrish M Bhatia, CEO, My FM said, “As Vodafone has just completed their network coverage and we have the best network in these two states, we approached Vodafone with the idea of working on a joint on-ground campaign to showcase ours and their network prowess and establishing our superior connectivity.”
Bhatia says the campaign rode over challenges such as heavy rains easily, which, in retrospect, worked only in favour of the campaign and proved their point.