MARKETING COMMUNICATION

AD CAMPAI GN

Presented By:Sanjay Thapa

Shraddha PantaSantosh KhadkaShalabh Poudel

VO D A F O N E Z O O Z O O

a n e w b r a n d e n d o r s e r f o r V o d a f o n e

PreviouslyHUTCH2003

Acquired by

Vodafone67% Stake 2007

Rebranding

Campaign

Introduction of

ZOOZOO2009

Vodafone 3G

Campaign 2011

COMPANY INTRODUCTION:

Change is Good

Hutch is now Vodafone

From Hutch Puppy to ZOOZOO

CAMPAIGN INTRODUCTION

Campaign Vodafone ZOOZOO

Client Vodafone

Agency Ogilvy & Mather and Nirvana Films

Launch April 20, 2009 with 30 TVCs for VAS with IPL

Time & Cost Pre-production work within a month and cost around 3 crores rupees

Background The ads were shot by Bangalore based Nirvana Films in Cape Town, South Africa

Making Uses artists made to wear body suits rather than animated characters

STORY BOARD

eggshell like characters tells about value-added service

Some 25 ads To make people aware of different VAS to the customers

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

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

OBJECTIVE & STRATEGY

PERSONALITY OF ZOOZOOS

Humorous

Not Complicated

Dumb

Full of Life

Simple

Approachable

Adorable

Childhood

Memory

Biassless

Cute

Quirky

Cuddly

Genderless

Alien Species

Humanlike

Harmless

Archetype: Child

VAS Services Off ered

Magic box Stock Alerts

Exam Results International roaming

Phone Backup Busy message

IPL Commentary Voice SMS

Cricket Alerts Ringtone

IPL Contest Facebook

Musical Greetings Group SMS

Call Filter Call Divert

Execut ion: IMC Approach

• Supplemented • to TV ads in all

major newspapers

• Hoardings• billboards,

kiosks/merchandise: Calenders

• Facebook• YouTube• Twitter

• Download• Microsites

• Vodafone Big Boss Voice SMS Competition

• Race to fame Contest• Vodafone Delhi Half

Marathon 07• Complete the zoo zoo story

Sponsorship/Events & Contests

Internet

PrintOutdoors

Television

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

Pr int Ads: Supplemented with TVCs

F a c e b o o k

Dedicated Microsite- “What kind of ZooZoo are you?” Quizes

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

INTERNET

“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 Vodafone’s esteemed customers will enjoy the opportunity to own authentic Zoozoo merchandise.”-Kumar Ramanathan - chief marketing officer, Vodafone Essar 

MERCHANDISE

Complete the ZOOZOO story

Make a ZOOZOO Face

Race to fame Contest

Vodafone Delhi Half Marathon 07

Sponsorship/Events & Contests/Outdoors

SWOT ANALYSIS

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

Opportunities- IPL watched by millions of

viewers- Low advertisement cost- Customized advertising to

show uniqueness

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

Threats- Lots of ads to follow-Could get lost in marketing war of IPL

SWOTANALYSIS

S E G M E N TAT I O N , TA R G E T I N G & P O S I T I O N I N G

S E G M E N TAT I O N

Separate Urban & Rural

Segmentation ZOOZOO Cartoon

character representing

common man

TA R G E T I N G

Targeted to customers using

VAS service More urban

customer focus

P O S I T I O N I N G

“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/voda

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