It’s tough to be a telecom service provider in a country that is set to have 159 million mobile users in the country, a figure that will only grow to 300 million by 2017. Catering to this new consumer group that will want to access the internet on their new smartphones and building its existing base of data users, is something all telecom companies want to achieve in India.
In a latest move to get more data users and to reward existing pre-paid data users, Vodafone India has launched ‘Double Data’ where users can enjoy double the value of their chosen data pack, but only for a limited period. Vodafone has launched a campaign called “Vodafone Doubles” to promote the same.
A 50-second television commercial has been conceptualized by Ogilvy & Mather where the lead protagonist is a young girl who is in love. When she is asked what would she do if her data pack is doubled, her face lights up with a smile.
What follows then is a series of daydreaming situations with her boyfriend where she can be in touch with him through a voice call – right from when he wakes up, gets ready for the day to when she asks him for a kiss. The voiceover at the end goes, “Double data. Double fun”.
The video has received over 1.6 million views on YouTube. Additionally, on the digital front, Vodafone’s social media pages are spreading the word. The brand’s cute salesmen – the Zoozoos have also been put to work to explain the ‘Double Data’ feature.
— Vodafone India (@VodafoneIN) August 8, 2015
— Vodafone India (@VodafoneIN) August 12, 2015
— Vodafone India (@VodafoneIN) August 16, 2015
Brands are trying all the tricks in the book of marketing. Buy 1 Get 1, Get 2 for the price of 1, Buy 1 Get 1 FREE have all proven to be great sales boosters for the period of the campaign. Vodafone’s ‘Double data Double fun’ is also following the same marketing psychology with its tempting offer of Double Data, even if it means that the full data package will be valid only for a limited period of time.
Nevertheless, the telco might reach its sales targets for pre-paid data subscribers much earlier than usual. As a bonus, it might also tempt new subscribers with this offer. The TVC manages to capture the joy of a consumer who is promised double the value of a product.The challenge, however, is to prevent subscribers from porting to other service providers. Specially, because other Indian telcos have also come up with tempting data offers.
The Facebook and Twitter pages could further drive home the idea of Double Data with visuals, gifs and more.