VODAFONE

IMC Exploration
Presented by: Aaroshi Asija (53001, Aditi Gupta (53002), Deepti Dhawan (53010), Krutika Kalantry (53021), Parvez Khan (53028)

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Huth Campaign

Where ever you go our network follows you

Rebranding Campaign

Change is good Happy to help

VAS campaign Make the most of now 3G Super Hero Big Boss Season 6 Vodafone contest Everyones Welcome Vodafone Delights Vodafone made for you offers

ZooZoo Campaign

Sponsorship & Events

MNP campaign

Made for you

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2009: Introduction of ZooZoo

2007: acquired by Vodafone and Rebranding 2005: turns pink campaign

2011: Vodafone 3G campaign

2012: Made for you campaign

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Hutch Campaign Wherever you go our network follows

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The Hutch network was personified as the adorable pug following the cute little owner

Wherever you go our network follows you ads.

Hoarding Billboards Outdoors

TVCs Rahul Dravid & Irfaan Khan to attribute trust and dependability to the brand Celebrity Endorsements

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LOGO CHANGE

This network operator has not only changed the logo colours but also its services. 20/09/2007 Hutch was rechristened as vodafone pink was bid good bye and the ORANGE corporate Red colour was welcomed. RED: for the passion and spirit ROCK SOLID: dependable and empathetic HUTCH RESTLESS: always challenging to improve Started through TV ads & Print advt. The only theme used hutch VODAFON becoming vodafone and no other E message at this point

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HAPPY TO HELP CAMPAIGN

REBRANDING CAMPAIGN

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First it was about network, then brand change and now the services

The pug and the girl was featured again in the TVCs. Internet and interactive- Happy To help link in the company website.
The task for this campaign was to breathe new life into the promise. Moreover, the customer service promise wasn't just a statement. It was backed up with tangible service substantiators. like the over 4000 Vodafone Stores and mini stores which brought the service around the corner the self service kiosks which made it easy for a customer to help themselves anytime, anywhere the 24-hour service and Vodafone mobile vans which actually made the service accessible at your doorstep

Vodafone users were stationed with huge umbrellas at major railway stations in Kerela to help people to and from the platforms

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ZOO ZOO CAMPAIGN

VALUE ADDED SERVICES CAMPAIGN

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If you fare high on the net, you'll catch him on YouTube, Journal websites, Google ads and news portals. If you toil through the streets like a bus driver or a rickshaw puller, you'll catch him on almost every second billboard. If you are a frequent flier, you'll not miss on the airport. If you happened to be at the Delhi airport around that time, you would have seen a Zoozoo city out there. Every aesthetically sound corner for advertising has a Zoozoo banner.

And if that's not enough, the community kids are spreading the most popular form i.e. Word-of-Mouth.
Vodafone's 3G -ZooZoo campaign is an immaculate example of an integrated marketing communication (IMC) campaign

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Launched at a time when AirTel, the biggest competitor of Vodafone had pulled out most of their ads, while Vodafone brought out 25 unforgettable zoozoo ads.

Zoozoo Timeline:
The 25 different zoozoo ads came one at a time on each day of IPL, this was to ensure the cravings of the audience for more zoozoo ads.

first appearances during the IPL 2008, for the promotion of the campaign of Value Added Services (VAS) by Vodafone.

Followed by print advertisements and merchandise

To understand the transformation of Vodafone from basic voice Group transfer to value added services

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Zoozoo customer engagement

Microsite

quizzes and

contests, including the What

kind of Zoozoo are you? quiz microsite also allows for goodies to be downloaded (including wallpapers, screensavers and ringtones), and offers details on the IPL. a Zoozoo

fan page has

been created on Facebook, which has more than 5,600 members. Fans have access to special tag-me Group Three images,

Zoozoo Merchandise

The IDEA :connect in a much more visible, tangible manner, and bring the character to some kind of life Compelled to bring Zoozoos out of the TV screens right into the homes of our customers People wanted some part of Zoozoos which they could own,

Vodafone customers can enjoy a 10% discount on their purchases of ZooZoo merchandise.

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Designed The Campaign In Such A Manner That They Were Able To Reach Out To Consumers At Critical Touch Points Without Being Intrusive.

The Zoozoos became so popular that they generated a lot of word-of-mouth (WOM) publicity for Vodafone.

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Black and white, except for few elements in the picture, most of which are red (which is the colour of the Vodafone logo this helps in brand recall of Vodafone),

IMC: Studying the similarity between different mediums

Dominance of non-verbal communication. Creatures rely on basic emotions and expressions to convey a human need and the value added services offered by Vodafone.

The print ad also says the minimum words and let the picture do the talking. The zoo ads in both television and print entertain the audience first and then spell out the message. The ads are also designed very intellectually for the target audience. The ads are both in English and HindI

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VODAFONE MNP CAMPAIGN

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Sponsor of the Big Boss season 6

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Vodafone Contests

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MADE FOR YOU CAMPAIGN

INTERACTIVE VOICE RESPONSE SERVICE

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Phase 1
30 sec commercial tailor, gym, barber

Phase 2
Commercials Full talk time, STD, Data

Outdoor
Hoardings, billboards

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IMC Approach of Vodafones Campaign

Advertising
TV Commercials Print Newspapers, Magazines

Interactive / Internet
Facebook, Twitter, Youtube Vodafone websites

Billboards

Viral Marketing
Audio visual aids Mobiles

Blogs POP Display Email

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THANK YOU!

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