Vodafone gets SME owners to promote reality contest show

As the title sponsor and total communications partner for Vodafone McLaren Mercedes team, Vodafone has announced something that interests small and medium enterprises. Vodafone will be giving one SME a chance to put its logo on the Vodafone Mclaren Mercedes race cars, during the motor racing event to be held in Delhi this October.

Ogilvy, Vodafone's creative partner, has created three TVCs for this campaign to invite entries for Vodafone ‘Drive into the Big League‘, a reality contest show which will air on ET NOW, to decide the winning SME.

The three TVCs show SME owners talking extremely passionately about the genesis of their logo and what it symbolises. The characters portraying as the SME owners include an investment consultant, a fashion brand owner and an auto component supplier.

Watch the other two TVCs from the campaign

Commenting on the execution of the campaign, Rajiv Rao, national creative director, Ogilvy, said, " The idea was to catch the attention of all SMEs and tell them that here's an opportunity to get the world see their logo. It's exciting because even if you pay all the money in the world, you don't really get a chance to get your logo on an F1 car."

He added that the insight for the campaign was the fact that a lot of people who own their brands, have a personal touch to their logos and hence their logos are quite close to their hearts as well. Their logos say a lot about the owner's aesthetic sense since he's deeply involved in getting the logo designed. So, they wanted to communicate a story wherein you find such owners almost in love with their logos.   

Credits:

Client: Vodafone
Agency: Ogilvy, India
Creative team: Rajiv Rao, Priti Arora, Jigar Fernandes
Account management: Kapil Arora, Hitesh Patel, Mayuri Shukla, Drashti Buch, Shalini Mehrotri
Production house: Jamic Films
Director: Nikhil Rao