Vodafone bazaar initiative targets lower income groups
An experimental initiative was recently executed by Vodafone Delhi to reach out to its existing and prospective pre-paid base targeting the lower echelon of Delhi population by engaging in activities which rewards and acknowledges the support the customers have invested in the Brand.
The name of the activity ‘Vodafone Bazaar’ brings in the element of a marketplace beyond just telecom services and products, and associated activities and provision of household goods help Vodafone establish a deeper connect with the audiences. These Bazaar’s also help Vodafone Delhi showcase their key offerings including the M-Pesa, *121# offers, Double Validity and Double Data, All in One offers, etc.
Sure shot Prizes under the Vodafone Bazaar offerings also drew a lot of interest and participation by the locals.
Vodafone Bazaar initiative by the telecommunications brand aims to go closer to the customer by touching upon key elements of customer experience process including, educating, enabling, encouraging, engaging, entertaining, and also rewarding the customer in the process.
Locations: Najafgarh, Loni (Ghaziabad) and Nathupura & South City 1(Gurgaon)
Mediums Used: Flyers, POPs, Transit media, Banners, Lucky draw Coupons,
Implementation: Vodafone organized colourful, crowded bazaars in the midst of localities of Delhi-NCR targeting the low lying areas such as slums.
They invite people to participate in lucky draw by taking a new Vodafone pre-paid connection or existing Vodafone customer buying a pre-paid recharge of as low as Rs 10 or Rs 5 at Vodafone Bazaar, and get a voucher which entitles them to a lucky draw.
Daily winners are chosen and are rewarded in the form of groceries like atta, eggs, oil, sugar, rice etc.
The Vodafone Bazaar was promoted locally through Van announcements, music, emcee and other activities relevant to the interests of local residents.
It provided them the same excitement and value as they experience at the usual bazaars by catering to their day to day needs of dal, rice, oil etc.
The key message that the initiative wants to put across is that Vodafone caters to the needs of people coming from all strata of society with its various offers easily available on 121.
Vodafone also provided paper recharges of smaller value as 10 Rs which would very well address the need of people from lower strata of society to connect with their near and dear ones.
Vodafone provides the best value to the customers through innovative products and services.
Vodafone Bazaar is one initiative that offers a value proposition and rewards to both existing and prospective customers.
The initiative ran for a total of 16 days engaging more than 1500 people and initiating 823 recharges with 274 taking new Vodafone connection.
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