MUMBAI – Vodafone recently conducted a social experiment which created waves with the millennials. This experiment encouraged people to keep their phones aside for some time and talk to the person in front of them, rather than focus on their digital assets.
Inspired by the success during Valentine’s Day and various on ground experiments with F&B brands as well as corporates conducting this within their office spaces, Vodafone encouraged people to #LookUp this Father’s Day too and have ‘real conversations’.
The digital campaign is based on what is currently happening in the real world- how one has come closer through a virtual window, where they love, laugh, dream, follow, like and converse through mobile phones ignoring these actions and emotions in person. Words have been replaced with emojis and feelings have been replaced by stickers.
This ideology has resonated with the youth garnering over 22 million views in 100 hours putting it ahead of every other brand over the same weekend.
Kiran Anthony – ECD Ogilvy: Today we see youngsters more concerned about the portrayal of a relationship on social media as opposed to enjoying the actual relationship itself. We wanted to highlight this new digital behaviour and encourage people to cherish quality time with their loved ones face to face.
Siddharth Banerjee, EVP – marketing, Vodafone India: India is one of the fastest growing Data markets today, and more and more conversations happen online on social media. We rolled-out our social experiment #LookUp to encourage real offline conversations on Valentine’s day which resonated well. We have extended this for Father’s Day to make the day special by allowing users to create memories and have real offline conversations.
