VODAFONE BRAND COMMUNICATION STRATEGIES The 'Zoozoos' Campaign
VODAFONE BRAND COMMUNICATION STRATEGIES
The 'Zoozoos' Campaign
Vodafone entered India in December 2005 Successfully rebranded 'Hutch' as 'Vodafone‘ in
2007. Rebranding included…
“Change is good...” Baseline - “Hutch is now Vodafone”.
BackgroundBackgroundBackgroundBackground
‘Pink is now red as Hutch is Vodafone in India from September 21, 2007, officially announced in Mumbai.
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
Advertisement characters promoted by Vodafone during the India Premier League Season 2 (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.
Zoozoos…Zoozoos…
Making of Zoozoo
Prakash Verma of Nirvana Films Filmed in South Africa with local crew Movement, Talk, Gestures, Emotions,
Costume designs and artwork 3 weeks pre-production and 2 different
fabrics
SWOT Analysis
STRENGTHS: 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 and costs
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: 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 for different 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 microsite – “What kind of Zoozoo are you?”
Downloadable Ringtones, wallpapers, screensavers and videos
Facebook – aimed at building a community
Themes for advertisement
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
Success
ZooZoos dominating social networking sites
Created Strong Association Wallpapers, emoticons, ringtones,
videos, contests, pictures, stories etc Videos had 3million hits in 3 weeks Most watched viral video for 2 weeks Youtube ad downloads Twitter
IPL Impact
85% of most visible brand on screen Hit in both the weeks Most watched brand in breaks Others were Airtel, Lifebuoy, Airtel
Broadband Internet Vodafone – 15% of commercial ads Havells – 8%, Airtel and Idea – 7% each
The telecom battle
Bharti Airtel, Idea are biggest competitors
Airtel launched ‘My Airtel My Offer’ with Madhavan and Vidya Balan
Idea launched ‘Walk when you talk’ with Abhishek Bachan
Learning's
Low cost ads can make good impact Concept is important Expensive Brand Ambassadors could be
avoided Ads more relate to common man Most Importantly
‘Keep it simple’
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