Strategy:
As advertising strategy is the creation of a message that communicates to the target market and provides the benefits that product or service have. “Happy to help” add of the Vodafone is unique in nature which focus on the customer are preferred first and cared in their daily routine work. Advertising involves the interaction of complex mix of factors to create maximum impact in the minds of target customers.
Target Market:
Understanding the target market is a key requisite of advertisement strategy. First add strategy is to hit those users who fall in the category of target audience. Advertisement is done with the two folded object first to hit the target market including user of brand likewise reminders and by describing benefits regarding brand and second is to attract potential customers of brands.
Add focus on current and potential subscribers of Vodafone to provide wide variety of VAS with superior customer service or we can say add gave reason to people to stick to Vodafone. Target audiences were Vodafone users calling for inquiry of the problems they have. In the add Vodafone is trying to promote their customer service with the motto “Happy to help you”. Advertisements exclusively emphasizes that “Vodafone is all too happy to help you” which depicts customer care centers are open for help 24 hours in week, service mobile vans ready to help at door step and Vodafone stores are also at service so that customers are never too far from service. These above mention services are shown time to time in add of “happy to help”. Add shows to target customers that Vodafone is company that care for customer at every part and moment of life. Add also target the potential users of Vodafone that we help users when they need us and when they did not need us.
Need Satisfied (Differentiation And Positioning):
Telecom segments serve the basic needs of calls, long distance calls and the international. But the era of marketing transformed from customer pleasure to customer delight. Customer care serves great role in satisfying customers. Vodafone having strong network perception in consumers as almost this consider point of parity, the role of happy to help add has changed from symbol of a strong network to a symbol of superior customer service. Vodafone ad campaign focuses on the positioning of ‘Happy to Help’. Position signify in add where little girl is constantly getting help from pet dog in various situations and dog is happy to help the girl. It’s said that a dog is a man’s best friend. Vodafone is using the Pug as symbolic of its strong customer service. Differentiation lies in the add by using dog at a time when people started thinking that the dog was a thing of the past, Vodafone has revive its standard to deliver message. For over the years Vodafone has been using dog in various campaigns, including the one announcing the transition from Hutch to Vodafone. Add differentiation lies by promoting customer care helpline service in unique relation of trademark dog and the girl. The cute dog represented company’s customer executive or say the customer care helpline services. Dog showing faith and comment to its owner justify tagline ‘Happy to help’. The purpose of add is to bring alive the Vodafone Customer Service promise and make it more tangible.
Objective: AIDA Model And Reminder:
Objective of Vodafone “happy to help” add is to bring alive the Vodafone Customer Service promise and make it more tangible. The ad ends saying that “Vodafone is all too happy to help you” when you need them. When add goes out of its way to promise something Vodafone better live up to it. Add act on the “think-feel-do“response principle in which audience are provided with information with the element of emotions. Vodafone blend both hard and soft ball approaches to pursue and show at the same the brand image. AIDA (Attention, Interest, Desire and Action) model shows the add effectiveness how it catches the viewer interest to stick to TV while it plays. Vodafone add following points which make it more effective.
- Attention: Attention points in add are background music and inspirational lyrics and dog, girl relation.
- Interest: Emotional attachment with pet, dog helping girls in minor tasks
- Desire: Network that care for customer, helping like faith for customer
- Action: call service lines, visit franchises or care center, log on to website for inquires
Creative Idea:
Marketing is nothing but effectively communicating (spreading) your ideas to target customers others and advertising is just one of the ways of doing it.
Attract attention:
Most attention point in add is background music blend with beautiful lyric emphasize on the relationship both brand and customer (girl and dog). Wonderful lyrics that are blend with passion of relation need to show play its great part in add. Combination of sound environment and sentimental expression of relationship is the main success of add. As add are made to capture customer perception that they are doing at their best. Add featuring the pug and the little girl is built around the ‘Happy to help’ philosophy, which platform the brand’s customer services. The ad re-emphasizes and refreshes consumers that the brand is customer-centric and is easily accessible. Superior customer service would be there to help you in every possible way, at every possible place and at every possible time.
Creates interests:
Creation of interest plays its part so that users stick to add and make it recall through reference groups. Add is wonderful depiction of emotion attachment of girl and dog. Emotion attachments among cute looking character are truly exceptional to hold customer interest for the moment. Another aspect is helping to customer without order means knowing the need what customer want. This point is illustrated through the dog, who is helping the girl to get ready for school, getting her socks, helping her water the plants, help her fish, running to her school to deliver the tie. These all points’ emotional attachment of girl with pet and helping make the audience sticks to add rather than switching. Add showing Vodafone services go beyond plain Voice and SMS to offer something more to the consumer. These not only help the consumer in making the most of his mobile connection but also put a essence of emotion on their faces.
Persuade to buy:
Add another aspect is its persuasive trend as dog and girl relation where little girl is constantly getting help from pet dog in various situations and dog is happy to help the girl This illustrate that superior customer service would be there to help you in every possible way, at every possible place and at every possible time. Add arose essence o image in the potential customer to have that service in their life.
Create differentiation:
Vodafone propositions represent excellent customer services in his add. Add is all different as Vodafone tried to break the monotony created by advertisement in Indian market either uses of humans or use of completely animated characters to promote product or services. Vodafone Ads difference is that they try to use less of the celebrities in their ads the aim behind this is that those who act in their ads become celebrities (dog). Idea of relating dog and human relation to target customer service
is surely out of box thinking and this blending create buzz in the market. Vodafone possible differentiation based on strong network which has changed through series of “happy to help” add to symbol of superior customer service. Through this superior customer service Vodafone go beyond the usual to offer services that would offer more and add value to the life of the subscriber.
Creative execution:
An idea is only as good as its execution. Add is good combination of create emotive lyrics, situations and indoor and out door photography and awesome acting of both the dog and girls. Few creative points that first music that plays on background is not noisy not slower but full of life and separate tone of Tin…. Tin….makes the sound track most amazing. Second lyrics with majestic wordings
Everyday I want to fly, stay by my side…..
Everyday I want to dream, stay by my side…..
Every morning I wish I could just play…..
Wish the mornings would just stay…..
Everyday I want to fly, stay by my side…..
Everyday I want to dream, stay by my side…..
Third point is combination of indoor and outdoor photography like indoor decor while getting ready for school and outdoor decor of catching fish and running after school bus excellent combination of environment. Fourth is acting of girl and dog, actually the girls is from South Africa, and very professional and best thing is that she loves dogs immense that point click the add execution most. Presentation of happy to help add is awesome as in the end it say “Vodafone is all too happy to help” from customer care, means a clear cut message to customer showing that we are there to help you in any situation.
Media:
The media mix for the campaign includes TV, print, outdoor, radio and below-the-line activities. I think TV medium is best to display such add which make perception regarding brand.
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