hutch change to vodafone

Views:
 
Category: Entertainment
     
 

Presentation Description

No description available.

Comments

Presentation Transcript

Slide 1: 

…Vodafone was! Rome was not built in a day

Slide 2: 

September 21, 2007

Slide 3: 

September 21, 2007

Slide 4: 

Stakeholders 16 circles 35 million customers 10,000 employees 400,000 trade partners And everything had to happen overnight!

Slide 5: 

The big Idea Change is good : Hutch is now Vodafone

Slide 6: 

Television

Slide 8: 

Television – H&I Films

Slide 9: 

Television – Pug Commercials

Slide 10: 

Television 24 hour road-block on 13 Star channels

Slide 11: 

Television innovation In program launch

Slide 12: 

Print

Slide 13: 

Print Ad

Slide 14: 

Magazine innovation The arch had a cut-out through which the dog on the 2nd page seems to be sitting in a pink kennel

Slide 15: 

Outdoor

Slide 16: 

Outdoor

Slide 17: 

Outdoor

Slide 18: 

Lenticular bus shelter

Slide 19: 

Pole kiosk and tri-vision

Slide 20: 

Visibility

Slide 21: 

Visibility

Slide 22: 

POS

Slide 23: 

Posters

Slide 25: 

One on one communication

Slide 26: 

Welcome messages Welcome MMS Links on Vodafone Live! Offering free wallpapers, ringtones and callertunes Welcome SMS

Slide 27: 

Bill envelope and message

Slide 28: 

Bill insert Insert addressing queries customers might have during the period of transition

Slide 29: 

Mobile sticker

Slide 30: 

Launch Emailer

Slide 31: 

High-end customers

Slide 32: 

Personalised Business World cover Over 30,000 key Vodafone customers received personalized copies of a leading business magazine with a welcome message from Vodafone

Slide 33: 

Moments diary Sent to select top end customers, the prized Vodafone Moments Diary is true to the brand’s essence and urges customers to make the most of every moment

Slide 34: 

Personalized calendars A larger set of the corporate customers were given Vodafone calendars with every page personalized to the individual

Slide 35: 

Roaming mailer Key customers were sent personalized goods to get them to join in the red fever. About 7000 HNI customers were sent special roaming direct mailers that best suited their needs on business travel – a Vodafone universal travel adapter, which was sure to come handy wherever they went.

Slide 36: 

Retail

Slide 37: 

Vodafone Store layout Self service kiosk Jargon buster wall Vodafone Store signage Vodafone Store Service desk and backdrop

Slide 38: 

Mini Store layout Mini Store at airports Mini Store at metro stations Mini Store signage Vodafone Mini Store

Slide 39: 

Vodafone Mobile Store

Slide 40: 

Vodafone MBOs

Slide 41: 

Consumer touch-point work

Slide 42: 

Recharge and SIM cards

Slide 43: 

Leaflets

Slide 44: 

Welcome kits, carry bags and merchandise

Slide 45: 

Merchandise

Slide 46: 

Employee engagement program

Slide 48: 

Trade meet

Slide 52: 

Results

Slide 53: 

Vodafone coverage - reach Every touchpoint across India wore the new Vodafone look. Average reach of 88% amongst Star channel viewers and 82% amongst non-Star channel viewers High levels of message comprehension – with almost universal awareness amongst people exposed to the ad Large amount of PR around the 24 hour roadblock on all Star channels Market Probe – Week after study : 21st Sep – 28th Oct

Slide 54: 

Vodafone coverage - Qualitative research The high media blitz combined with knowledge of Vodafone’s international standing was successful in portraying the brand as a large, confident entity. The buzz around the brand has led to very high expectations. Consumers perceived the brand to be growing in strength and showing great potential. Consumers welcomed the change with greater sense of pride in associating with an premium, international brand Source: Q market Research, a division of Quantum Market Research Pvt. Ltd.

Slide 55: 

The brand has successfully created a well-rounded image - combining western values of professionalism, efficiency, ambition with Indian warmth and friendliness. Also conveys a continuation, and not a disruption of the Hutch experience (use of the dog). Source: Q market Research, a division of Quantum Market Research Pvt. Ltd. Vodafone coverage - Qualitative research

Slide 56: 

Vodafone coverage - downloads In response to the welcome SMS, MMS and bill message, an incredible 9.3 million customers sent a SMS to 56565 to download the Vodafone ringtone, logo and wallpapers, in 25 days

Slide 57: 

Vodafone coverage - buzz Launch was the most talked about event in Indian media Over 450 articles described the launch across press Many television bytes, including an entire episode on CNBC covering the transition as a case study On typing ‘Hutch is now Vodafone’ on Google even today – relevant search results run into 63 pages

Slide 58: 

Campaign Coverage Second most effective campaign of the year 2007

Slide 59: 

In a nutshell… 35 million customers who had grown with Hutch, transitioned to Vodafone seamlessly Every customer touch-point, from the logos on television to the stamp at the Vodafone reception, wore the new Vodafone look – from Day 1 Rave reviews from the advertising and marketing fraternity, with Business Standard rating it one of the best launches of the year Great appreciation from the Vodafone worldwide board and the proclaiming it to be the fastest, most comprehensive and most effective launch ever witnessed.

authorStream Live Help