M A R K E T I N G C O M M U N I C AT I O N

A D C A M PA I G N

Presented By: Sanjay Thapa Shraddha Panta Santosh Khadka Shalabh Poudel

VODAFONE ZOOZOO
a new brand endorser for Vodafone

COMPANY INTRODUCTION:

From Hutch Puppy to ZOOZOO

Previously HUTCH 2003

Acquired by Vodafone

67% Stake 2007

Rebranding Campaign

Introduction of ZOOZOO

2009

Vodafone 3G Campaign 2011

Change is Good Hutch is now Vodafone

CAMPAIGN INTRODUCTION
Campaign Client Agency Launch Time & Cost Background Making Vodafone ZOOZOO Vodafone Ogilvy & Mather and Nirvana Films April 20, 2009 with 30 TVCs for VAS with IPL Pre-production work within a month and cost around 3 crores rupees The ads were shot by Bangalore based Nirvana Films in Cape Town, South Africa Uses artists made to wear body suits rather than animated characters

eggshell like characters tells about value-added service Some 25 ads To make people aware of different VAS to the customers

STORY BOARD

uncommon characters a common thread to link the ads in the campaign together

Simple character to a stupefying level

Aired ads:Cricket Alerts, Beauty Alerts, Phone Backup, the IPL Contest 1, the IPL Contest 2,Chhota Credit, Vodafone Maps, Vodafone Call Filter, Live Games andMusical Greetings

OBJECTIVE & STRATEGY

Differentiate in between other networks at the time of IPL Promote their various VAS offers which act as their cash-cow

PERSONALITY OF ZOOZOOS
Humorous Cute Quirky Cuddly Genderless Alien Species Not Complicated Dumb Full of Life Simple Approachable

Humanlike
Harmless Archetype: Child

Adorable
Childhood Memory Biassless

VAS Services Offered

Magic box Exam Results Phone Backup IPL Commentary Cricket Alerts IPL Contest Musical Greetings Call Filter Stock Alerts International roaming Busy message Voice SMS Ringtone Facebook Group SMS Call Divert

Execution: IMC Approach

Vodafone Big Boss Voice SMS Competition Race to fame Contest Vodafone Delhi Half Marathon 07 Complete the zoo zoo story

Facebook YouTube Twitter Download Microsites

Sponsorship/E vents & Contests Television

Internet

Outdoors
Hoardings billboards, kiosks/merchandi se: Calenders

Print
Supplemented to TV ads in all major newspapers

T e l e v i s i o n A d s : More than 25 different ads aired during IPL to promote Value Added Service

Print Ads: Supplemented with TVCs

Facebook Dedicated Microsite- What kind of ZooZoo are you? Quizes

INTERNET

Downloadable Ringtones, Wallpapers, Screensavers and Videos YouTube Videos had 3 million hits in 3 weeks. Most watched viral videos for 2 weeks 88% awareness of the brand

MERCHANDISE

What started as an innovative advertisement campaign has become so popular that we are compelled to bring Zoozoos out of the TV screens right into the homes of our customers through this initiative. We hope Shoppers Stop and Vodafones esteemed customers will enjoy the opportunity to own authentic Zoozoo merchandise. -Kumar Ramanathan - chief marketing officer, Vodafone Essar

Complete the ZOOZOO story

Sponsorship/Events & Contests/Outdoors

Make a ZOOZOO Face Race to fame Contest

Vodafone Delhi Half Marathon 07

SWOT ANALYSIS

Strength -Successful viral effect -Wide media coverage -Easy and cheap production cost -NO risk associated with celebrity endorsement

Weakness -Vampire Effect on the brand -Difficulty to understand by rural population

SWOT ANALYSIS
Opportunities IPL watched by millions of viewers Low advertisement cost Customized advertising to show uniqueness Threats - Lots of ads to follow -Could get lost in marketing war of IPL

SEGMENTATION, TARGETING & POSITIONING

SEGMENTATION TARGETING Separate Urban & Rural Segmentation ZOOZOO Cartoon character representing common man Targeted to customers using VAS service More urban customer focus

POSITIONING where you go the network follows you Exclusive network and service offered to the valued customer

Results/Public Response/Effectiveness

Vodafone received the first People for the Ethical Treatment of Animals (PETA) 2009 Glitterbox Award, for replacing the Pug with more humane alternatives in their ads Successful Viral Marketing AIDA model IPL impact Figures:

Helped increase customer base by 3.8% in Q1 2010 Increase in revenue by 23% 7.68 million subscribers in the quarter

Recommendations
Audio-less

ads create confusion on messages being delivered

THANK YOU

References
http://en.wikipedia.org/wiki/ZooZoo

http://www.slideshare.net/prkworld/vodaf

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