VODAFONE PRESESENTS

ZOOZOO

Introduction

• Zoozoo• characters promoted by Vodafone during the India Premier

League Season2 (IPL)

• Campaign to communicate the VAS offered by the company

• The ads were created by Ogilvy & Mather, an agency under Executive Creative Director, Rajiv Rao,South Asia.

Ogilvy & Mather, the agency that handles Vodafone advertisements, was asked by Vodafone to create a series of 30 advertisements which could be aired each day during the IPL Season 2.

The Zoozoos are small-bodied, thin women covered in layers of white fabric. Each facial expression is made of rubber and pasted on the actors to cut down on the time and cost for shoot. The effect was achieved by a variety of methods including choosing the right material for the body suits to ensure that there were no wrinkles when the characters moved, shooting the footage at lower framerates and keeping backgrounds simple in terms of details and the use of a neutral tone of grey.

The sets were made larger than life to make the characters look small as the producers could not take children as the schedule of shooting was odd.

The Zoozoos were split in two parts - the body and the head. The body was made using a special material stuffed with foam in some places (notably around the stomach) while the head was created using a harder material called Perspex.

Making

Agenda

• Background and Introduction

• Need identification

• Segmentation, Targeting, Positioning

• Pricing, Packaging, Price, Distribution, AdvertisingStrategy

• What went wrong, what could have been donebetter

• Current situation

• Learning

Background

• Vodafone entered India in December 2005

• Acquired 10 percent stake in Bharti Ventures Limited(Bharti Airtel)

• Successfully rebranded 'Hutch' as 'Vodafone

• Vodafone Essar started expanding its presence inIndia

• Rebranding included

• Change is good...Baseline ´Hutch is now Vodafoneµ

• Earlier Campaigns : Happy to help, Friend circle,Cheaper SMS, Amar Chitra Katha· Alerts

Days Before ZooZoo

• Pug· was the mascot for vodafone

• Taken over from Hutch

• IPL 2008 had Vodafone going in Pug for its Happy to Help· service

Need identification

• Value Added Services (VAS) of Vodafone needed more promotion

• ZooZoo was the perfect way to spread awareness

• VAS is considered a cash cow for cellular companies

• IPL season 2 had lot of scope to be taken advantage

Alien (ZooZoo) Design• 2 designs were considered

• Fat potato head

• Slim Version with bigger face

• Egg head version finalised

• Characterization: Leads simple lives, emotes likehumans

• Talk Gibberish

• Simple, Silly, Funny, Adorable

• Big Frowns, Hearty Laughs, Grins

Costs

• Animations 10-15 times costlier than real people

• ZooZoos had low cost costumes, real people

• Speedy Schedules

• 30 advertisements cost only Rs 3 Crores

• 20-30 sec long

• ZooZoo name nowhere in commercial

• Massive Viral Marketing

SWOT AnalysisSTRENGTHS

• Campaign penetrated both in the media as well as in social networking sites

• Was representation of a common man depicted as a cartoon character ZOOZOO

• Wide media coverage, more precisely through video

• Easy and cheap animation leading to low production cost

• No celebrity endorser - No associated risks andcosts

SWOT Analysis (cont)

• WEAKNESS

• Had an undermining effect on the brand Vodafone

• Difficulty in understanding faced by rural population

SWOT Analysis (cont)• OPPORTUNITIES

• Revolution in the conventional way of advertising that was through public figures and celebrities

• Low advertising cost leading to provision of cheaper services

• IPL Season 2 expected to have good TRP·s

• THREATS

• A major intimidation to the brand VODAFONE

• Ads could get lost in major marketing war during IPL

Segmentation

• ZOOZOO - A cartoon character which represented common man

• Segmented basis on types of services used

• Urban and Rural region customers were seperated out

Targeting

• Targeted customers who would use VAS services

• Different kinds of VAS services were offered fordifferent kinds of customers

• Urban customers were more in focus

Advertising - TVC

• About 30 different TVCs for VAS including -Cricket alerts, beauty alerts, phone backup,Chota Credit, Vodafone Maps, Vodafone call filter, Live games, Musical greetings etc.

• 20-30 seconds ads with the message about the VAS. And ending with

“Make the Most of Now”

Advertising - Internet

• Dedicated micro site

• What kind of Zoozoo are you

• Downloadable Ringtones, wallpapers, screensavers and videos

• Facebook aimed at building a community

Themes for advertisement• Magic Box• Stock Alerts• International Roaming• Bhakti Saagar• Busy message• Dating Tips• Voice SMS• Fashion Tips• Recharge Anywhere• Ringtone• Facebook• Group SMS• Call Divert

• Background Music• Exam Results• Beauty Tips• Phone Backup• IPL commentary• Cricket Alerts• IPL contests• Chotta Credit• Maps Live Call Filter• Live Games• Musical greetings• Start of the match

Pricing and Promotional Offers

• Offers like providing Cricket Alerts, Beauty Alerts, Phone Backup, Chota Credit, Maps, Call Filter were provided

• All these services were at affordable prices, some around 30 Rs per month

Distribution

• These services were started in all circles by Vodafone at one go

• Zoozoo campaign was in place with all distributors in super quick time

Viral Marketing

• Vodafone was successful in effort of viral marketing

• Strategy captured imagination of millions across the country

• Every age group was interested in the ad and the related VAS products

Learning's

• Low cost ads can make good impact• Concept is important• Expensive Brand Ambassadors could

be avoided• Ads more relate to common man

Thank You