Vodafone has rolled out a new ad campaign, to take forward their 'Happy to Help' positioning. O&M has created the three TVCs which form a part of the series to promote Vodafone's customer care helpline service. Each of the three spots features the little girl and her adorable pug in situations where the pug gets to play the little girl's loyal help at hand.
Talking about the campaign, Rajiv Rao, group creative director, O&M says, "The brief for the campaign was to bring alive the Vodafone Customer Service promise and make it more tangible. This is stage two of the campaign where we've specifically mentioned some of the services like 24x7 day and night service, service at your door step with mobile vans, and over 3000 Vodafone stores at your service so that you are never too far from one."
In the first TVC, the little girl is the only one to sit on a bench in her ballet class, while the other girls are practicing. Since the girl has forgotten her ballet shoes, her pug is racing against time to get across her shoes to her before the class ends. The commercial ends with the 'Happy to help at your doorstop' tagline, that focuses on the Vodafone Mobile Stores. In the second ad, the girl is swimming in a pool, and the pug follows her every move with a towel in its mouth. The objective behind this TVC was to showcase the 3000 plus Vodafone stores and mini-stores, and their convenient locations. In the last commercial, the pug is shown to keep watch outside the girl's tent, as she peacefully sleeps. This TVC portrays the pug as available for service at anytime, to draw a parallel with Vodafone's customer care service.
Speaking about the little who's almost a given in all Vodafone commercials of late, Rao said, "She's an adorable girl from South Africa, and very professional and patient with us all. There are absolutely no kiddie tantrums and the best thing is that she loves dogs immensely."
The creative team that helped put together this campaign includes Piyush Pandey, Elizabeth Dias, Rajesh Mani, Rajiv Rao, Mehul Patil, Jamal Iqbal, Jigi Dalal, Sachin Kamble, Amol Ghotkar and Bhakti Phatak. The media mix for the campaign includes TV, print, outdoor, radio and below-the-line activities.