zoozoo

Vodafone Essar's Advertising Strategy : 

Vodafone Essar's Advertising Strategy The 'Zoozoos' Campaign

Agenda : 

Agenda Background and Introduction Need identification Segmentation, Targeting, Positioning Pricing, Packaging, Price, Distribution, Advertising Strategy What went wrong, what could have been done better Current situation Learning

Background : 

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 in India Rebranding included “Change is good...” Baseline - “Hutch is now Vodafone” Earlier Campaigns : Happy to help, Friend circle, Cheaper SMS, ‘Amar Chitra Katha’ Alerts

Days before Zoozoo : 

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 : 

Need identification Value Added Services 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

Introduction : 

Introduction 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.

Making of Zoozoo : 

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

Alien (ZooZoo) Design : 

Alien (ZooZoo) Design 2 designs were considered Fat potato head Slim Version with bigger face Egg head version finalised Characterization: Leads simple lives, emotes like humans Talk Gibberish Simple, Silly, Funny, Adorable Big Frowns, Hearty Laughs, Grins

Costs : 

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 Analysis : 

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…) : 

SWOT Analysis (cont…) WEAKNESS: Had an undermining effect on the brand Vodafone Difficulty in understanding faced by rural population

SWOT Analysis (cont…) : 

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

BCG matrix : 

BCG matrix Market Share Growth Rate

Segmentation : 

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 : 

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 : 

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 : 

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 : 

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

Persuasion Matrix for Zoozoo : 

Persuasion Matrix for Zoozoo Persuasion Matrix helps marketers see how each controllable element of their ad interact with the consumer’s response process Promotional Planning : Comprehension/Receiver - Television audience Attention/Source - Zoozoo Presentation/Channel – TV Commercials Yielding/Message - The different ads

What kind of Zoozoo are you? : 

What kind of Zoozoo are you?

Pricing and Promotional Offers : 

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 : 

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 : 

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

Success : 

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 : 

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 : 

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

Current market scenario : 

Current market scenario ARPU at a very low point Minimal Call and other services rate Competition in this sector Frequency of Zoozoo ads reduced

Zoozoo Merchandise : 

Zoozoo Merchandise

What could have been done better ? : 

What could have been done better ? Zoozoos becoming more popular than the network itself Messages written in text in the end - difficult to comprehend for viewers from semi urban and rural areas Avoid hammering different products in short span Phased release of each storyline to promote different offers

Some Number Crunching : 

Some Number Crunching Vodafone reports on at end of Q1 FY10 Vodafone India added 7.68 million subscribers in the quarter ZooZoo advertisements helped Vodafone to increase its customer base by 3.8% in Q1 Vodafone reported an increase of 23 percent in revenue at constant exchange rates

Learning's : 

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’

Thank You : 

Thank You