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

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
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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. 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. 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. 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