Vodafone Super Fan campaign makes waves across India
Percept ICE, the Special Projects, Events and Conventions Domain Company of Percept Limited, bagged the prestigious mandate of managing and executing the Vodafone Indian Premier League 2017. The sensational campaign of Vodafone was held from 5thApril 2017 to 21st May 2017 across 10 cities in India spanning Mumbai, Kolkata, Delhi, Bengaluru, Pune, Hyderabad, Indore, Rajkot, Mohali and Kanpur.
The Vodafone IPL 2017 event encompassed 2 activities viz. ‘VF Super Fan’ and the ‘VF Fan Army’ and engaged over 30,000 – 50,000 plus people in the campaign. The activation was held with the objective of building stronger bonds and rewarding loyal Vodafone customers for the dedication they have put into making Vodafone a success story across the world. The activation also aimed at encouraging and motivating customers to take the brand to the next level.
The Vodafone Super Fan Activity event kept participants engaged throughout the IPL Season and saw a participation of over 1.5 million people via SMS & the My Vodafone App. The winner for each match was selected via a third party auditor. On confirmation, he was declared the ‘Vodafone Superfan’. The VF Superfan received an all-expenses paid trip for 2 pax from Vodafone to watch the match. The win included accommodation, transfers to and from the airport – Hotel – Stadium. Percept ICE’s involvement included the seamless check in & checkout of the Superfan, co-ordination with the Hotel, and flawless ground logistics for the VF Superfan to ensure a memorable experience. The VF Superfan gets the ultimate experience of watching the game and also receiving the match ball signed by the winning captain.
The second activity, ‘Vodafone Fan Army’, saw the Fan Army visit 29 Vodafone Retail Stores across 8 cities pan India including Delhi, Mumbai, Begaluru, Kolkata, Indore, Pune, Rajkot and Mohali and training the store employees on the vibrant Zumi cheer, which when performed delighted the in-store customers present. The activity also saw the 9 dancers in the Vodafone Fan Army captured on national television. The idea of the Fan Army was to showcase their passionate support for the team by executing the cheering moves choreographed by the fans themselves. The Vodafone Fan Army got exclusive merchandise like branded VF T-shirts and the popular Malinga Wigs.
Percept ICE’s scope of work spanned execution of both activities simultaneously. The objective was to give loyal Vodafone customers an incredible and memorable experience of IPL 2017. Percept also executed the design, fabrication, and the procurement of a range of props and merchandise to supplement the activities.
Commenting on the success of the event, Nazneen Karimi, Chief Executive Officer, Percept ICE said, “It’s an honour to manage and execute the multi city event of Vodafone IPL 2017, and leverage their brand communication plan in a novel, fun and memorable manner through the two ground activities. The overall activity was exciting, interactive, and great fun to execute. We are thrilled that the campaign garnered extraordinary publicity, customer response, action and recall for Vodafone at IPL 2017. Full credit goes to the Percept team for pulling off such a successful multi-city event.”
ABOUT PERCEPT ICE
Percept ICE was founded in the year 2010 with an aim to focus on the Events and Special Projects domain in India.
Percept ICE creates brand and experiential solutions, and is instrumental in conceptualizing and executing medium to large format projects in India and across the globe. With emerging opportunities, trends and technologies and a wide range of services present across the Percept Group, Percept ICE provides clients with innovative 360-degree customized solutions in the Events and Experiential Management space.
Percept ICE is a Percept company. With capitalized billings of INR 17.26 billion (FY’16), Percept is at an enviable leadership position in the Entertainment, Media and Communications domain with a team of over 700 people and 42 offices across India and the Middle East.