MUMBAI: Vodafone has expanded the OOH campaign in collaboration with Bates landscape from 13 cities to all over India for its latest offering the ‘Vodafone 555 Blue‘, a Facebook dedicated handset.

The OOH campaign is conceptualised to bring forth the product offering aimed at its core target audience, viz 16- 25 year olds with a high social and mobile commitment.

The outdoor campaign spread over a month has been currently rolled out in 13 cities ranging from Shillong in the North-east, to parts of Western UP and select metros.
 
Vodafone India VP- brand communication and consumer insights Anuradha Aggarwal, said, "The outdoor campaign aims to propagate the life of users on Facebook and all the activities they regularly undertake with the ‘Vodafone Blue‘ at the centre of it. We have tried to capture this aspect on hoardings and build engagement through bus shelters with witty messages relevant to our target group and their social online life. In line with the same, the Vodafone Blue OOH campaign is a testimony of our commitment to innovation".

Bates Landscape Country Head Praveen Vadhera said, "The idea is to create a strong brand recall for the world‘s first prepaid phone with full Facebook integration and experience while on the move. The outdoor campaign underscores the same utilising striking outdoors, elucidating the growing mobile user engagement on Facebook and driving the product benefits upfront to the consumers to generate strong brand affinity."

Bates Landscape has used an outdoor media mix of several formats for frequency and reach in different cities that comprise billboards, back lit bus shelters, hoardings, gantries and mall media.