Vivo IPL 2016 was among the most sought after property by fans and advertisers alike, be it on-ground or online. The 9th season of IPL yielded record growth in social media users and interactions on various platforms. Customers and cricket lovers responded to Vodafone’s ‘Be Super’ Campaign with overwhelming enthusiasm, making Vodafone one of the most engaging brands during Vivo IPL 2016.
With Vodafone SuperFan, Vodafone FanArmy, Vodafone SuperAlbum and Vodafone SuperCheer, Vodafone customers got a chance to watch the match live at the stadium, meet their favourite cricket stars, get pictures clicked with Zoozoos and much more. Experiential agency Percept executed the following activities:
• VF Super Fan Activity
The first name in the list received thru a randomiser becomes the Vodafone Superfan. VF Superfan got all-expenses borne by Vodafone & a paid trip to watch a match with his accompany. Their stay was done at the best hotel with a pick up and drop from the airport –Hotel- Stadium. Percept involvement was check in & checkouts of the Superfan , hotel co-ordination & ground logistic of VF Superfan They got the ultimate experience of watching the game and own the match ball signed by the winning captain.
• VF Army Activity
The first 4 name in the list received thru a randomiser becomes the winner and joins the Vodafone Fan Army. The idea of the Fan Army was to s showcase their passionate support for the team by doing the moves choreographed by Lauren Gottlieb on the Vodafone Super Cheer jingle Hakke Bakke. The VF Army got exclusive merchandise like branded Vodafone Carry Bag, VF t-shirt & Malinga Wig.
• VF Kiosk Activity
The idea was to be a part of the world’s largest online photo album of mannequins and create Guinness world record by clicking 50,000 photo’s in the entire 2 months activity. The spectators were given Vuvuzela’s, Malinga wigs and giant sunglasses as props to click photographs.
Vodafone partnered with Twitter for the first time to launch ZooZoo in emoji avatar, our first time launching a corporate emoji.The ‘Be Super’ campaign drove high engagement across social media platforms. #BeSuper and #HakkeBakke hashtags generated over 94,000 conversations on Twitter. Vodafone’s specially created cheer slogan HakkeBakke saw 2.4 million video views and generated 200 user videos on Dubsmash. Vodafone SuperFan contest received more than 1.3 million entries while the television commercial got 5 million online views. The much loved ZooZoo was also back in action with over 70,000 people clicking pictures for the Vodafone SuperAlbum, in an attempt to set a Guinness World Record (record verification ongoing). Customers can download their photos from www.vodafonesuperalbum.com and share it on their respective social media platforms.
Speaking about the huge consumer engagement generated Siddharth Banerjee, National Head, Brand and Consumer Insights, Vodafone India, said, “The #BeSuper campaign was conceived to promote our Vodafone SuperNet proposition and provide ‘Super’ experiences to our customers. We are extremely delighted with the customer response and engagement during the Vivo IPL 2016. While the engagement ratio was high on digital media, on-ground initiatives like Vodafone SuperFan contest garnered phenomenal interest amongst customers. We are happy to believe that this has been our BEST activation yetin this cricket season, and the consumer feedback on this has been incredibly positive and heart warming.”
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