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Zoo zoo research Table of Contents

1. Introduction & Literature Review 2. Need for study 3. Method 4. Scope 5. Vodafone 6.Zoozoo History 7. Research Design 8.Research Objectives 9.Limitations 10.Data Analysis 11.Data Interpretation 12.Conclusion 13.Appendix 5 5 17 17 11 12 17 17 17 18 34 35 36

Chapter 1

Advertising is defined as The business of drawing public attention to goods and services.1 It could also be defined as A public promotion of some product or service.2 The above mentioned definitions describe the need and role for advertising. Its to this end that every advertiser strives to strike the right balance in his advertisement to obtain optimum results. Advertising can also be referred to as the process of creating awareness about a product or a service through a medium that is usually a mass medium. The process of creating awareness is what you need to do with a lot of care as it is not easy to capture the attention of people. It aims at making the consumer believe that the product being sold is the best that he can get, and that the cost is completely meant to favour him.

Why is Advertising important?

In todays modern world where life is on the superfast lane in the mad rush to achieve various things, it is an advertisers nightmare to think of ways and means to grab our attention. Advertisements surround the society we live in and there is absolutely no avenue that has been left unexplored by advertisements. You take any normal persons day, he wakes up and when he barely has opened his eyes and squeezes the toothpaste tube, he sees an advertisement of a new flavour of toothpaste on that tube, after which he picks up his newspaper to catch the headlines and there he is greeted by cricket Legend Sachin Tendulkar suggesting a particular product. He steps out of home and there behold on his way to work he sees a resplendent variety of billboards vying for his attention. Not all of them are winners every day, some have their days of glory some have their days of seeming to be invisible. He still trudges on to his workplace where he is bombarded by advertisements of professional companies through the internet and through the mail. Then after work when he sits in front of the Television he is forced to watch advertisements on every channel at a minimum of 5 minute intervals. Thus advertisements have become so part of our life that now young mothers actually wait for them to come to distract their infants and trick them to eat peacefully while being lost in the attractive ads that last pretty much only as long as a small kid can concentrate. There is a large part of the audience out there simply to be entertained. These people like to watch some ads for the kind of appeal it radiates or the entertainment it provides. There are
1 2

The Word Web Dictionary. The Word Web Dictionary.

various kinds of appeals based on which every advertisement is made. The main types of appeals are Emotional appeal, Sex Appeal among others. These capture the audiences attention not to make them long for product or the service but just because of the entertainment the visuals, or the audio provide. This is not the main reason for an advertisement to be aired. Advertisements are meant to do that whilst also giving the message that is meant to be conveyed by the advertisement. Advertising is part of the communication process, and is determined by the nature and value of the media selected. Advertising is persuasive communication. Without information about the way in which the individual or target group perceive and react to the media, advertising will surely fail. A. A. Kuehn in his article on How advertising performance depends on other marketing factors1 states that The ultimate success of a brand will depend on how well its total marketing programme meets the physical and psychological needs of the consumer. This clearly means that there is a very important relation between the success of an advertisement and the appeal which it generates in the minds of the audience. Every advertisement has a particular definitive appeal; meant to give the product a particular personality and this is decided based on the kind of brand positioning intended for the product. Every advertisement is meant to carry out a particular task in the direction of the intended appeal. Some of the main functions are:

Help to launch a product or service. Instigate the need for a product or service (usually for new products or new entrants in the market)

Creating awareness about the product or the service. (for an already existing product) Help the society to improve their lifestyle by using the product. Create desire to cause the Consumer to spend.

Basis of advertising for a product

Journal of Advertising Research Vol.2 No. 1, 1962

Advertising must be planned and assessed based on company goals. The company decides the main goals to achieve through the advertisement. Promotional strategies get their value from the ability to achieve these goals. This places twin demands on the planning process: Clear goal formation and valid predictions. The goals have to be formed on the basis of what the company wants to achieve depending on the target audience and the expected response. Your main goal while advertising should be to communicate your idea and the USP (Unique Selling Point) of your product in the simplest way for a heterogeneous audience to understand it in the way that you want it to be understood. The most important points to remember when you create an advertisement is that you must be sure that your advertisement does not carry any wrong connotations that might get misunderstood by your audience. Hence when you are going to create an advertisement, you should know your target audience very well. You must know exactly what they think, how they think, how they understand and perceive things. All the signs and symbols used in your frame should have a good reason and meaning to it.

Advertising Campaigns
An advertisement campaign or Ad Campaign as it is commonly referred to, actually is a process of using various media to communicate a particular idea or thought for a particular period of time. Such campaigns are done for essentially established brands that want to either,
sell a new form of a hit product,

sell a new face for the product, form a new brand image, advertise some new offer or

create awareness about some particular thing or for a particular event The main aspect about Ad Campaigns is that all the media chosen should be done so with a lot of careful planning and research. The choice of media depends on the extent to which the people in the target group actually use that media. The more types of media that you manage to reach the greater your chances of obtaining the expected kind of response to your product by your audience. Another point to remember is that all the advertisements should have a striking resemblance. It is only through the resemblance that the audience will be able to relate the

various advertisements to each other and also be able to register the message properly. Hence there has to be various things that have to be remembered.

The colour scheme should be the same. The fonts and elements used should also be the same. The ads should come on the various media at the same time.

The difference between an advertisement and an ad campaign mainly lies in the fact that an ad campaign actually is meant only for a particular period of time. An ad campaign is conducted during a particular time that suits either the product being sold for example a cold cream is required only during the winter season hence a campaign for such a product will last only till the end of the winter season.

Related Theory
The theory employed through this research deals with the idea that people tend to use media just for personal entertainment. This is explained by the theory called the Uses & Gratification Theory. The theory is based on the work of many people in this field. It deals with the way people react to the media. People use the media to gratify various needs. The needs are as follows: Education Entertainment Information Escapism J.G. Blummer, J. R. Brown and D. McQuail in their study of Uses and Gratification1 obtained by respondents from Media found through unstructured and semi-structured questionnaires that people use the media as the following 1. Diversion: i.

Escape from routine

The Social Origins of the Gratifications Associated with Television viewing, Leeds University, 1970

ii. iii.

Escape from burdens of problems Emotional release

2. Personal Relationships: i.

Companionship Social Utility

3. Personal Identity i. ii. iii. Personal reference Reality exploration Value reinforcement

This theory was also studied by others like Kats and Lazarsfield. But they did it on different terms.

Chapter 2

Vodafone - the company

Vodafone Group is a global telecommunications company headquartered in Newbury, United Kingdom. It is the world's largest mobile telecommunications company measured by revenues and the world's second largest measured by subscribers (behind China Mobile) with 347 million proportionate subscribers as at 30 June 2010. It operates networks in 31 countries and has partner networks in a further 44 countries. It owns 45% of Verizon Wireless, the largest mobile telecommunications company in the United States measured by subscribers. The Group's mobile subsidiaries operate under the brand name 'Vodafone'. The name Vodafone comes from voice data fone, chosen by the company to "reflect the provision of voice and data services over mobile phones". In the United States the Group's associated undertaking operates as Verizon Wireless. During the last few years, Vodafone Group has entered into arrangements with network operators in countries where the Group does not hold an equity stake. Under the terms of these Partner Market Agreements, the Group and its partner operators co-operate in the development and marketing of global products and services, with varying levels of brand association.

Vodafone Group

Newbury: New Vodafone Headquarters. This HQ is situated in the north western section of the grid square and the picture was taken from the west side of the building. Most of this square is residential with some farmland and some commercial activity.

Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. The company now has operations across the country with over 113.77 million customers. The Essar Group is a diversified business corporation with a balanced portfolio of assets in the manufacturing and services sectors of Steel, Energy, Power, Communications, Shipping Ports & Logistics, and Projects. Essar employs more than 50,000 people across offices in Asia, Africa, Europe and the Americas. The Company's ordinary shares are listed on the London Stock Exchange and the Company's American Depositary Shares ('ADSs') are listed on the NASDAQ Stock Market. The Company had a total market capitalisation of approximately 71.2 billion at 12 November 2009. Vodafone Group Plc is a public limited company incorporated in England under registered number 1833679.

The ZooZoo Ad Campaign

Many think that the Vodafone Zoo zoos were cartoons. Some think they were aliens. All your thoughts were wrong. All are humans being only. During the IPL, given the magnitude of the event various media houses spent tons of money to attract the customers. So Vodafone


obviously wanted a piece of the pie. A few months ago, Vodafone briefed its agency, Ogilvy India, to create uncommon characters a common thread to link the ads in the campaign together. Rajiv Rao, executive creative director, South Asia, Ogilvy India, tells that the only starting point for the team was that the character had to be simple to a stupefying level. And thus, the Zoozoo was born. Ogilvy experimented with several characters and finally took its love for the term egghead one step too far, creating characters that don the colour white (with black dots for eyes and a mouth), have heads resembling eggs, and disproportionately thin bodies.

The idea is to tell the Value Added Services (VAS) stories in a world akin to, yet different, from humans. The creatures were then given a characterisation. They are to lead simple lives, speak a language of their own (something that sounds like gibberish), move in a certain way, and even emote like human beings, with big frowns or big grins to do the trick. The execution is almost like emoticons. We even limited the number of emotions to be used, to keep things easy, says Rao. A completely Indian concept, Rao lent these characters a name: the Zoozoos. Theres no science to it, he explains the name just had to be something fun, memorable and catchy, and not a clever one thats difficult to pronounce. Ironically, nowhere in the communication does the Zoozoo name pop up, but Rao doesnt feel thats much of a problem: it wasnt a task to popularise the name in the first place. Currently, some10 films are on air, for service offerings such as Cricket Alerts, Beauty Alerts, Phone Backup, the IPL Contest 1, the IPL Contest 2, Chhota Credit, Vodafone Maps, Vodafone Call Filter, Live Games and Musical Greetings. Each film, shot against a Grey backdrop, has these characters interacting with one another (some storylines even have Zoozoo families) with the product story weaved in. For instance, the Phone Backup ad (the first in the series) has several Zoozoos lined up to have their faces photocopied through a photocopier, while a tetris towards the end (the messenger in


all the ads) announces how Vodafone allows for creating a phonebook backup.

Their Inception: Making of the Zoozoo ads

No, they arent animated characters. They are human beings who were made to wear body suits. The design of the characters is such that one gets fooled into thinking it is animation, shrugs Rao, which was indeed the very illusion that had to be created. In a sense, it is live animation! he quips, referring to the fact that it was all shot live. Prakash Varma, ad filmmaker, Nirvana Films, has directed the commercials, and reveals that the Zoozoos were a big challenge to create. The practical aspects of how they will move, talk, gesticulate and emote were very important. Essentially, costume design and artwork were crucial elements. It took me three weeks of pre-production to understand how it will work, says Varma. There were two fabrics that were considered for the body suits, and one was rejected for it had too many wrinkles and was shiny. The wrinkles would have shown when the characters moved, thereby shattering the illusion of animation. So we chose the more practical, thicker fabric, Varma explains. The production team divided the outfit into two parts: the body and the head. The body part of the outfit was stuffed with foam in some places, while the head was attached separately. To make it look bigger than a human head, a harder material called Perspex was used, which in turn was stuffed with foam (with scope for ventilation).If one wishes to understand the size of this head, heres a fact: a human head would typically reach up to the mouth level of this giant


Zoozoo head. We kept the hands and legs thin, which is why we cast women and occasionally children wearing the costumes, says Varma. The thin limbs, contrasted with big bellies and a bulbous head, all add to the illusion that these creatures are smaller than humans. Sets were created to suit the size of the Zoozoos. Cinematically, this size was a trick: the creatures look smaller than they actually are on screen, to portray a different world of sorts. For this, the speed of shooting was altered: Nirvana shot it in a high-speed format to make them look the size that they do. Furthermore, simple sets/backdrops were created and spray painted with neutral Greys a colour of choice so that attention isnt diverted from the main characters. For a supposedly outdoor shot, even the shadow of a Zoozoo was kept live and not done in post production: it was painted in a darker shade of grey on the ground. An even lighting was maintained throughout. There was virtually no post production work done. The films were shot by Nirvana in Cape Town, South Africa, with the help of a local production house there, called Platypus. Incidentally, the same combination of people also worked on the Happy to Help series last year. When asked whether Cape Town is fast becoming a tourist spot for Vodafone and Nirvana, Varma laughs, saying, Oh no! Its just that we are very comfortable with the team there and know what sort of work to expect from them. Nagpal adds here that the production cost had to be minimal for unveiling such a large number of commercials. Otherwise, our production costs would exceed media spends, he quips.

Zoozoos: Storming the digital world


In the digital space, Zoozoos are currently featured on a specially created microsite here, one can partake in quizzes and contests, including the What kind of Zoozoo are you? quiz. Each Zoozoo has a unique set of characteristics and traits allotted to it. The microsite also allows for goodies to be downloaded (including wallpapers, screensavers and ringtones), and offers details on the IPL. With a specially created YouTube channel on the site, the TVCs are provided there for people to watch and share.

The Zoozoo fan base

Apart from the microsite, a Zoozoo fan page has been created on Facebook, which has more than 5,600 members. Fans have access to special tag-me images, Zoozoo sounds (such as Zoozoo laughter and music tracks) and ad previews. People are also following Zoozoos on Twitter and get updates whenever new commercials go on air. Zoozoo ads are fast becoming popular on YouTube, and on certain days, claims Nagpal of Vodafone, some of the videos even managed to figure among the most watched lot on the site. The team behind the Vodafone-Zoozoo work includes Rao, along with Kiran Anthony, Elizabeth Dias, Rajesh Mani, Mehul Patil, Kumar Subramaniam, Kapil Arora, Debaleena Ghosh and Desmond Fernandes.


Need for the research

The Ad campaign though believed to be a runaway success needed to be studied for a better understanding of the possibility of minute flaws that occur due to lack of proper concentration on the right aspects of the ad that need to be given importance.

Research Objectives
Main objective
The research intends to find out To prove that the Zoozoo ads turned out to be just a source of entertainment for the audience rather than advertising the services

Sub Objectives


Understand the manner people understand advertisements

How much importance do people give to the advertisements to influence them

Research setting
The research was carried out on the students of Madras Christian College.

Research Design
The research design followed was of the quantitative method, where we distributed questionnaires on the topic for students in the college to fill in.

Sampling technique
The sampling technique was of the simple random selection method. This based on the probability method.

Sample Size
The Sample size was decided to be consisting of about 50 respondents. This was on the basis of the fact that the there was very less time. And the research

Problems and limitations

There were various problems that hindered our research The lack of time prevented us from spreading our research to a wider sample group. The process of data collection was tedious. The research was limited to the confines of the college campus.

Scope of research and conclusion

The scope of the research extends to all those interested in learning about successful ads and help them to avoid the mistakes that even successful ads made in todays scenario.


Chapter 3

Analysis 1. How often do u watch TV? 50% of the sample watches TV for 3hrs a day 40% of the sample watches TV only for an hour per day 10% of the sample watches TV for more than 5 hours a day

18 2. Do you watch commercials or flip the channel during commercial breaks? 80% of the sample flip channels during commercial breaks 20% of the sample watches advertisements during commercial breaks

19 3. Do you like TV commercials? 60% of the sample like watching commercials 40% of the sample does not enjoy watching advertisements

20 4. How se

riously do you take Advertisements? Only 20% of the sample take Advertisements seriously 40% of the sample is not dependent on advertisements


40% of the sample is not affected by Ads 5. Do you think people become advertisement laggards?


Only 20% of the sample think that people are dependent on advertisements 80% of the sample disagree that people become advertisement laggards

23 6. Have you watched Zoo zoo Ads? 100% of the sample have watch Zoo zoo ads

24 7. When did the Zoozoo Ads come? 80% of the sample say 1yr back 20% say 6months back

25 8. Are the Zoozoos animated or real? 90% of the sample say zoozoo ads were animated 10% of the sample say Zoozoos were real humans

26 9. How many Zoo zoo Ads do u remember? 80% of the sample can recollect more than 5 Zoo zoo Ads 15% of the sample can recollect more than 10 Zoo zoo Ads 5% of the sample can recollect more than 15 Zoo zoo Ads

27 10. Can u remember these Ads and recall the services they provided? Only 20% of the sample can relate the given Ads to the services that they provided 40% of the sample remembers 2-3 ads and the service provided 40% of the sample cannot relate even a single service to the ad shown 11. Which Zoo zoo service Ad did you like the most and why? Less than 5% of the sample have one or two favorite zoo zoo Ads


The sample remember the Ads because the Ads were humorous and entertaining 12. Can you guess the total number of Zoo zoo ads and the number of services they offered? 50% of the sample have no idea of how many Zoo zoo ads were telecasted 40% of the sample guesses that it might be 20 ads totally 10% of the sample thinks that 40 Ads were telecasted

29 13. What is that you like the most about Zoo zoo Ads? (circle) 70% of the sample liked Zoo zoo more than the concept or service 30% of the sample liked the concept of the Ad

30 14. What do you think registered more? 80% of the sample think Zoo zoo were registered more than the Ad in their minds


Only 20% of the sample says that few Ads were registered 15. Do you think Zoo zoo Ads were a success?


99% of the sample think that Zoo zoo Ads were a success


1. 50% of the sample watches TV for 3hrs a day

2. 80% of the sample flip channels during commercial breaks


60% of the sample like watching commercials

4. Only 20% of the sample take Advertisements seriously

5. 80% of the sample disagree that people become advertisement laggards

6. 100% of the sample have watch Zoo zoo ads

7. 80% of the sample say 1yr back

8. 90% of the sample say zoozoo ads were animated

9. 80% of the sample can recollect more than 5 Zoo zoo Ads

10. Only 20% of the sample can relate the given Ads to the services that they provided

11. Less than 5% of the sample have one or two favorite zoo zoo Ads The sample remember the Ads because the Ads were humorous and entertaining.

12. 50% of the sample have no idea of how many Zoo zoo ads were telecasted

13. 70% of the sample liked Zoo zoo more than the concept or service

14. 80% of the sample think Zoo zoo were registered more than the Ad in their minds


15. 99% of the sample think that Zoo zoo Ads were a success .

1. Users play an active role in choosing and using the media- users and gratification theory 2. By studying the sample, its clear that the audience have registered zoozoos and its characteristics as it is entertaining nd humorous rather than registering the concept nd the services provide d. 3. Due to a number of zoozoo ads, the brand has not succeeded in registering the services. Repeated airing of a number of zoozoo commercials has confused the audience.
4. Hence they cant remember the Ads or the services provided.


Appendix I
Name: Dept.: 1. How often do you watch TV? <1hr 3hrs >5hrs Age: Sex:

2. Do you watch commercials or flip the channel during commercial breaks? Yes NO

3. Do you like TV commercials? Yes No

4. How seriously do you take Advertisements? Seriously Not seriously Does not affect me

5. Do you think people become advertisement laggards? Yes No


6. Have you watched Zoo zoo Ads? Yes No

7. When did the Zoozoo Ads come? 1yr back 6months back

8. Are the Zoozoos animated or real? Animated Real

9. How many Zoo zoo Ads do u remember? 5 10 15 >20

10.Can u remember these Ads and recall the services they provided?


11.Which Zoo zoo service Ad did you like the most and why?

12.Can you guess the total number of Zoo zoo ads and the number of services they offered? 20 40 60 NO IDEA

13. What is that you like the most about Zoo zoo Ads? (circle) Zoo zoo s Concept Services offered

14.What do you think registered more? zoo zoo and their characteristic The ad itself


15.Do you think Zoo zoo Ads were a success? Yes No