Mumbai: It’s a known fact that millennials love brands that are plugged into the fears and joys of their lives. While young, urban Indians are deeply attached to their phones, they have also started acknowledging the existence of screen addiction. There lies an opportunity for a brand to promote balanced phone use and come out as a caring partner who advises youngsters to look up from their screens and put the people they are with before their phones.
To own this philosophy, we conducted a social experiment on Valentine’s Day. We created a concept called ‘Vodafone Phone Valet’. The phone valet let young couples check-in their phones at the beginning of their date night so they can spend the whole evening free of distractions and focus on the only thing that matters that evening – their Valentine’s date. We then captured their reactions at the end of the night and compiled it as a video to inspire others to #lookup.
Hirol Gandhi, EVP and National Head of Team Vodafone, Ogilvy India:The digital platform lends itself to showcase social experiments and this is one of many that Ogilvy and Vodafone will embark on, together. It is very rare for a telecom brand to share a message which encourages people to keep their phones aside for some time and actually talk to the person in front of them.
The #LookUp video was developed as a social experiment. It captures authentic consumer reactions of phones not coming in the way of real conversations with loved ones. Doing this in February, the Valentine month, made the timing more apt and relevant. We are delighted with the tremendous amount of brand love that the #LookUp video has generated over the past week: concluded Siddharth Banerjee, EVP- Marketing, Vodafone India.
The video went live on 27th February, 2017 and has garnered more than 10 million* views in just one week. The video triggered a movement when people began to challenge each other to try this out. Celebrities like Soha Ali Khan and Harbhajan Singh too joined the movement by challenging their partners to #LookUp. The video was shared over 40,000* times and the campaign was supported widely on social media.
Join this movement by sharing the video and don’t forget to tag your friends.
FB link for the video: https://www.facebook.com/zoozoo/videos/10154681424659818/
Client: Vodafone India Private Ltd
Agency: Ogilvy Mumbai