VODAFONE ADVERTISING

8/3/2019 VODAFONE ADVERTISING

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PROMOTIONAL STRATEGY

PRIYANKA YADAV

Roll No. 104


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Vodafone - History British mobile network headquartered in Newbury, United

Kingdom.

Vodafone entered India in December 2005 by acquiring a

10 percent stake in Bharti Ventures Limited (Bharti) which

later became Bharti Airtel Limited.

July 2007 changes its name to Vodafone Essar Ltd


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Ogilvy & Mather Incorporated in August 1928 under the name D J Keymer

Co. Ltd.

Over the years they have helped create some of India's

most successful brands like Asian Paints, Cadbury, Fevicol

etc.

In recent times- Perfetti, Hutch, Close Up and many more.

One hallmark of Ogilvy's brand-building capability is the

balance of global and local brands.


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Vodafone

TaglineChange is

good... Baseline -

Hutch is now Vodafone

Wherever you go our

network follows.. To

Make the most of now..


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Vodafone

New set of characters called

ZooZoos for the latestVodafone

Created in Australia.

Animation requires so much

detailing and here we had to do

the exact opposite. We had to

make real characters look like

animated characters. It wasquite challenging as none of

them could see as they were

covered from head to feet. The

set, including all the props, is in

the form of shadows created by

spray painting.

Prakash Varma, Nirvana Films

(Director)


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Zoo Zoo Campaign

Campaign to communicate the VAS offered by the

company

ObjectiveImprove the awareness of VAS.

Humor appeal.


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Zoo Zoo Campaign

Source Attractiveness

Similarity: "What makes Zoozoos so endearing is that they are

innocent people living in a simple world unlike ours, who laugh

loud when they laugh. And who seam to be in an in-between worldof animation and reality" - Mr Rajiv Rao, Executive Creative

Director, South Asia, O&M India

Likability

Funny, Attractive.

Not a celebrity endorser, associated risks not present.


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The Launch

April 2009

The campaign introduced

Zoo zoos.

Buzz: both in the

traditional media as well

as in social networking

sites


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The Launch Contd The company planned to air the ads during IPL-Season 2.

A different ad would be shown each day, to attract the

viewers' interest.


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Media Mix

MediaMix

Television

Radio

Online

Outdoor


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Internet Promotions Dedicated micrositeWhat kind of Zoozoo are you? Downloadable Ringtones, wallpapers, screensavers andvideos.

Facebookaimed at building a community


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Fan Page on Facebook


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The Response All the TVCs were available both on YouTube andTwitter.

On Google.co.in, the word 'Zoozoo,' became the third

highest search word on May 04, 2010

More customer friendly services.

Achieved Eqity Brand Award for 2011- 2nd

position.


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VODAFONE ADVERTISING

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