Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Interesting ad recall study for a Vodafone zoozoo ad by Lakshmi A, MACRO

2,783 views

Published on

ads really serving the 'right' purpose? E.g. Check this Interesting ad recall study for a Vodafone zoozoo ad

  • Be the first to comment

  • Be the first to like this

Interesting ad recall study for a Vodafone zoozoo ad by Lakshmi A, MACRO

  1. 1. Interesting ad recalls for a Vodafone ‘zoozoo ad’ Lakshmi A Executive Director – Consumer Research M A C R O, Mumbai June 2010 Email: lakshmi.a@macroindia.org 1
  2. 2. Methodology… Qualitative Research Done through tele-calling, sms and email. Sample size: 125 nos. One Question that was asked: What do you recall with this zoozoo ad? “Two female zoozoo sitting on railway platform; one cries and wipes tears with tissues and second gives her handkerchief to wipe when tissues are over.” Verbatim comments and replies for the above question were jotted for content analysis. M A C R O • © Copyright 2010 • M A C R O This document is proprietary. 2
  3. 3. The Responses… Zoozoo ad recall - latest chhota credit ad (n=125nos.) Amusing /Cute/ Online ticket booking Funny/Entertaining Bidding Farewell 2.4% characters 1.6% Vodafone service ad/ 2.4% Instant Recharge Some VAS 0.8% 4.8% Friendship/Comforting/ Supporting/Relationship 9.6% Train related recall Did not recall this 4.8% particular zoozoo ad 64.0% Chhota/Small Recharge 9.6% M A C R O • © Copyright 2010 • M A C R O This document is proprietary. 3
  4. 4. Conclusion… No one recalled ‘Chhota Credit’ Not remembered this particular ad (64.0%) Misconstrued ad recalls… (26.4%) Wrongly associated with some ‘other’ value-added service of Vodafone (e.g.receiving train schedules) Unrelated recalls Few associations of ‘Chhota Recharge’ (9.6%) M A C R O • © Copyright 2010 • M A C R O This document is proprietary. 4
  5. 5. Takeouts… Are the spends on zoozoo ads for showing Value Added Services (VAS) justified? Too many VAS shown through zoozoo on television Perceived Mismatch in VAS, ad doesn’t help people recall ‘correctly’ Doesn’t help recall at all Is also Confusing Zoozoo characters are entertaining but VAS need to be emphasized & communicated effectively for its usage Earlier ‘Chhota Credit’ ads had a narration in the end ‘Vodafone Chhota Credit’ or depicted ‘Run out of balance’, helping to realize the VAS easily. M A C R O • © Copyright 2010 • M A C R O This document is proprietary. 5

×