Vodafone Design & Branding VODAFONE SCALE by Ogilvy & Mather Mumbai

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Industry Telecommunications Services
Media Design & Branding
Market India
Agency Ogilvy & Mather Mumbai
Executive Creative Director Kainaz Karmakar, Harshad Rajadhyaksha
Designer Vishakha Modak
Illustrator Vishakha Modak
Released December 2011

Credits & Description

Category: Promotional Item Design
Chief Creative Officer: Rajiv Rao (Ogilvy & Mather)
Chief Creative Officer: Abhijit Avasthi (Ogilvy & Mather)
Executive Creative Director: Kainaz Karmakar (Ogilvy & Mather)
Executive Creative Director: Harshad Rajadhyaksha (Ogilvy & Mather)
Designer: Vishakha Modak (Ogilvy & Mather)
Illustrator: Vishakha Modak (Ogilvy & Mather)
Production Manager: Tejas Bhataria (Ogilvy & Mather)
Business Head: Kapil Arora (Ogilvy & Mather)
Vice President: Sarang Wahal (Ogilvy & Mather)
Media placement: Scale - Delivered To Consumers - 14th December 2011

Describe the brief from the client
To promote the lower international calling tariff from Vodafone.

Describe the challenges and key objectives
Vodafone in India is perceived to be a premium brand. A consumer would not otherwise be aware of the affordable international tariffs, until pointed out. So, the objective was to explore if our message could be slipped in interestingly into the daily activities of our consumers.

Describe how you arrived at the final design
We designed a simple scale, where we replaced inch-marks with international landmarks from across the world, reinforcing the message that distance did not matter when you used Vodafone's international calling tariffs. This scale was sent across to a large number of our consumers.

Give some indication of how successful the outcome was in the market
The Vodafone infolines saw a significant spike in inquiries related to the international calling rates.