PROJECTADVERTISING STRATEGY OF VODAFONE : PROJECTADVERTISING STRATEGY OF VODAFONE Slide 2: Original Corporate Logo of Vodafone. Vodafone itself was formed in 1982 and was launched on 1 January 1985.
Vodafone name being derived from the firm's goal of establishing a voice and data services over cellular telecommunication networks. Hence VO represents voice and DA symbolizes data. Slide 3: New Corporate Logo of Vodafone as of 1997. In 1997 Vodafone introduced its new corporate Speech mark logo. Speech mark depicts start of conversation.
This represents a quotation mark within a circle, suggesting conversation. Background : Vodafone entered India in December 2005
Successfully rebranded 'Hutch' as 'Vodafone‘ in 2007.
“Change is good...” Baseline - “Hutch is now Vodafone”. Background Slide 5: ‘Pink is now red as Hutch is Vodafone in India from September 21, 2007, officially announced in Mumbai. Hutch Vodafone Is now Days before Zoozoo……… : Pug’ taken over from Hutch, was the lucky charm for Vodafone.
IPL 2008 had Vodafone going in Pug for its ‘Happy to Help’ service.
Earlier Campaigns : Happy to help, Friend circle, Cheaper SMS. Days before Zoozoo……… Zoozoos… : 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… Making of Zoozoo : Prakash Verma of Nirvana Films.
Filmed in South Africa with local crew.
Movement, Talk, Gestures, Emotions, Costume designs and artwork. Making of Zoozoo ZooZoo Design : 2 designs were considered
Fat potato head
Slim Version with bigger face
Egg head version finalized
Characterization: Leads simple lives, emotes like humans.
Simple, Silly, Funny, Adorable.
Hearty Laughs. ZooZoo Design SOME PICS OF MAKING OF ZOOZOOS… : SOME PICS OF MAKING OF ZOOZOOS… Costs : Animations 10-15 times costlier than real people.
Zoozoos had low cost costumes.
30 advertisements cost only Rs 3 Crores.
20-30 sec long. Costs STRENGTHS: : Campaign penetrated both in the media as well as in social networking sites.
Representation of a common man depicted as a cartoon character ZOOZOO.
Wide media coverage, more precisely through video.
Easy and cheap moving picture leading to low production cost.
No celebrity endorser - No associated risks and costs. STRENGTHS: WEAKNESS: : Difficulty in understanding faced by rural population. WEAKNESS: 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. Targeting Advertising - TVC : About 30 different TVCs for VAS including - Cricket alerts, beauty alerts, phone backup, Chota Credit, etc.
20-30 seconds ads with the message about the VAS. Advertising - TVC Themes for advertisement : Magic Box
Musical greetings Themes for advertisement Success… : Zoozoos dominating social networking sites
Created Strong Association
Wallpapers, ringtones, videos, contests, pictures, stories etc of Zoozoos.
Videos had 3million hits in 3 weeks.
Most watched video.
Most watched brand
in breaks. Success… The telecom battle : 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. The telecom battle 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’ Learning's Slide 35: Thank u...