Advertising Presentation - Vodafone ZooZoo

Advertising Campaign by

Vodafone - History• British mobile network headquartered in Newbury, United

Kingdom.

• Vodafone buys 52% stake in HEL. Essar continues to hold 33% stake in HEL.

• 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 – HEL changes its name to Vodafone Essar Ltd

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.

Rebranding Vodafone

• Tagline – “Change is good...” Baseline - “Hutch is now Vodafone”

• “Wherever you go our network follows..” To “Make the most of now..”

• The agency was tasked to leverage the IPL 2 to communicate the wide range of products and services from Vodafone while building a consistent brand story.

• New set of characters called ‘ZooZoos’ for the latest Vodafone

• Characters look animated, they have been played by real people dressed in white attire.

• “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 was quite 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)

Zoo Zoo Campaign• Campaign to communicate the VAS offered by the

company

• Objective – Improve the awareness of VAS.

• Humor appeal.

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 world of 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.

The Launch – April 2009

• The campaign introduced Zoo zoos.

• Convey a specific VAS offered by the company,.

• Buzz: both in the traditional media as well as in social networking sites

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.

Media Mix

Internet Promotions• Dedicated microsite – “What kind of Zoozoo are you?”

• Downloadable Ringtones, wallpapers, screensavers and videos.

• Facebook – aimed at building a community

Fan Page on Facebook

The Response• All the TVCs were available both on YouTube and

Twitter.

• On Google.co.in, the word 'Zoozoo,' became the third highest search word on May 04, 2009.

• Zoozoo itself has become a phenomenon.

• The IPL 2 will forever be remembered as the season of Zoozoos.