Recently Twitter, Facebook and Instagram was lit with Pug pictures, comments and hashtags like #pugisback #pugparade #pugs #pugsoninstagram #pugslife. Vodafone and its mascot 'Cheeka the Pug' hosted a party for all pugs and their humans at a shopping centre in Saket. The event titled 'Pug Parade' saw participation by over 250 pug-owners and made for a fun day out for all, and a unique and interesting consumer engagement for Vodafone.
We caught up with Apoorva Mehrotra, Business Head – Vodafone Delhi Circle, to get more dirt on the brand activation.
Q- The 'pug parade' was definitely a unique activity. How did it conceptualize?
Vodafone pug, since its first appearance back in 2003, has been loved by all, a Brand agnostic love that went beyond the advertisements. SuperNet™ 4G gave us an opportunity to acknowledge the sentiments and response of the fans and Pug owners all over the city. Ever since the campaign hit the TV Screens the social media space has been buzzing with discussions, Cute Pictures and anecdotes of Pug fans from all over the country mentioning their love for cute little Vodafone Pug and his antics. Vodafone Pug is one of the most loved brand icon and consumers across India associate with this pug, we believe, our timing to bring back the pug worked!!
Q- What was the objective of this activation?
Vodafone Pug has had one of the most impactful and long-standing connects with the Vodafone brand and is symbolic of our network, which plays a crucial role in enhancing customer experience. With SuperNet 4G Campaign we brought back peoples’ favourite mascot ‘Vodafone Pug’ or ‘Cheeka’ The Pug. The objective was to reach large segment of people across India & establish an appropriate brand connect with consumers by bringing brand closer to the consumers by sharing the common love for pets.
Our communication strategy for this occasion was to highlight the benefits of our seamless network and service experience and who better to announce it than ‘Cheeka’ the pug!’
Q- Which agency worked with Vodafone to execute it?
Petfed along with their team of Volunteers helped us execute the activity.
Q- What were the challenges of working with animals in an activation?
Pets are their owners priced possessions, and at the Pug Parade our objective and intentions were to treat them in same way. The Petfed team had organized for all possible support and comfort interventions including Vetnerary support and fitness and pet food experts to engage with the pet owners and advice them throughout the course of the activity.
Q- What were the impressions and impact of the event?
This unique ‘Pug Parade’ got an awe-inspiring response from the Pug owners and fans from Delhi and NCR. With their squat bodies and scrunched-up faces –they ambled, trotted and sometimes rode down the ramp in interesting gear of all kinds. Their enthusiasm reflected in the heavy footfall and a long bee-line for participation for the Pug Parade. The pug fashion show was followed by Mr. & Ms. Cheeka title adding to the fun experience. Voices of “really mellow, very friendly”, “Loyal and calm demeanour”, “lovable, huggable, cuddly”, “very friendly, sweet and very outgoing” from owners and the crowd describing the pug’s personality reverberated through this fun-filled event.
