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Mumbai: Vodafone India, a leading Indian telecommunications service
provider, won a bronze in the Direct Lions category for the best
low budget campaign. The iFold campaign, focused on saving paper
and going green, won over the other eight Indian entries shortlisted
under this category.
The iFold campaign was a very simple yet very effective way of
saving paper by minimizing its use. With low internet penetration
in India, many customers still prefer to get their monthly mobile
bills on paper
rather than on emails. The iFold idea was to see if the bill can
be
folded one more time and hence save paper used for making envelopes
for these bills.
Ogilvy and Mather was the creative agency and pulled off the campaign
beautifully. iFold helped in reducing the paper used for envelopes
to
send the monthly bills to Vodafone customers by almost half. The
envelopes were also iFold branded, further propagating the idea
of
saving paper.
Speaking about the campaign Marten Pieters, MD & CEO, Vodafone
India said, "We, at Vodafone, are focused on our green initiatives
along with delivering innovative solutions. The iFold idea fits
the bill perfectly as not only a way of saving paper but also a
very innovative way of delivering the message of ‘Save paper,
Save trees’ to our customers. We are happy that the effort
taken in this direction has been noticed and appreciated".
The Cannes Lions International Festival of Creativity is the world's
biggest celebration of creativity in communications and over 28,000
entries from all over the world were showcased and judged at the
Festival.
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