For promoting Vodafone’s SuperNet 4G, the brand chose to come out with a newspaper innovation. The ad was released as a jacket ad on the Hindustan Times – Delhi and Mumbai edition. The jacket had a dummy front page with the news of the day, but the spaces for the photographs were shown as still buffering and not loaded completely. Once the user turned the page, he could see the actual news with the complete news including images.
At the bottom of the jacket, there was a horizontal red banner that read ‘Tired of Waiting for pages to load?’ A similar red banner was at the bottom of the actual front page which said ‘Switch to Vodafone SuperNet 4G to enjoy high speed browsing’.
Vodafone has taken up a very innovative campaign to solve an ‘online’ problem through an ‘offline’ medium. The main message was simple – “ With Vodafone 4G, there will be no more buffering.”