Taking the ‘Be Smart’ Mobile Internet initiative forward, Vodafone India has launched a 360 degree campaign aimed at engaging, educating and providing a better smartphone experience on the go to its customers. The campaign involves tools like augmented reality, RFID (Radio Frequency Identification) etc to engage with the customers.



The ‘Be Smart’ campaign focuses on informing customers about relevant content, latest apps, and educating them on how to get best from their smartphones through 3G. It involves an integrated multimedia approach and is running on radio, digital, print and outdoor. The key message - ‘Smartphones Can Do More with Vodafone 3G’, is driven through videos, music, navigation, social networking and online gaming.



To depict Vodafone’s 3G internet speed, an experience zone was created at the Vodafone 3G world. It was a virtual smart world where a super fast flight was possible, a flight so fast that one could go around the world and return in less than 2 minutes. Fans were put into this virtual world with the use of technology. The Vodafone 3G world with live size augmented reality screens was on display across locations in Delhi and NCR.



In addition to Augmented Reality, the company took another step ahead to promote Vodafone 3G through a mechanism called RFID (Radio Frequency Identification). When the user wears the RFID tag and connects with Vodafone, the same is flashed on his/her Facebook profile highlighting that they were at the Vodafone 3G world.



Spread over a month and across 15+ mediums, this campaign is easily one of the biggest campaigns for Vodafone – Delhi.  The campaign has already hit mediums like Radio, Digital, OOH , Wall paintings for the fringe areas and activations are just around the counter.



The initiative is in line with Vodafone’s overall strategy to democratise data and enhance awareness on the benefits of mobile internet to both current as well as prospective customers.