Zoozoo

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  • They targeted the popular segment
  • Zoozoo

    1. 1. ZOOZOO AS A BRAND AMBASSADOR OF VODAFONE GURU GOBIND SINGH INSTITUTE OF TECHNOLOGY & MANAGEMENT STUDIES, YAMUNA NAGAR PRESENTED BY : HEENA, POONAM & NEHA MBA 2YEAR 1 ST SEM.
    2. 2. VODAFONE ESSAR'S ADVERTISING STRATEGY The 'Zoozoos' Campaign
    3. 3. CONTENTS <ul><li>Introduction of Vodafone </li></ul><ul><li>Introduction of ZOOZOO </li></ul><ul><li>Making of zoos-zoos </li></ul><ul><li>Zoo-zoo (design) </li></ul><ul><li>Cost </li></ul><ul><li>Swot-analysis </li></ul><ul><li>Segmentation </li></ul><ul><li>Targeting </li></ul><ul><li>Advervitising-tvc </li></ul><ul><li>Advertising-internet </li></ul><ul><li>Themes for advertising </li></ul><ul><li>Pricing & promotional offers </li></ul><ul><li>Distribution </li></ul><ul><li>Viral marketing </li></ul><ul><li>Success </li></ul><ul><li>IPL impact </li></ul><ul><li>The telecom battle </li></ul><ul><li>Learning </li></ul>
    4. 4. Introduction of Vodafone <ul><li>Vodafone Group is a global  telecommunications  company headquartered in  London ,  United Kingdom . [2]  It is the world's largest mobile telecommunications company measured by revenues and the world's  second-largest  measured by subscribers (behind  China Mobile ), with around 341 million proportionate subscribers as of November 2010. It operates networks in over 30 countries and has partner networks in over 40 additional countries. It owns 45% of  Verizon Wireless , the largest mobile telecommunications company in the United States measured by subscribers. </li></ul>
    5. 5. Introduction of ZOOZOO <ul><li>Zoozoos : Advertisement characters promoted by Vodafone during the India Premier League Season 2 (IPL) </li></ul><ul><li>Campaign to communicate the VAS offered by the company (  Vodafone Connect to Friends , Vodafone Freedom Packs, Vodafone at Home.) </li></ul><ul><li>The ads were created by Ogilvy & Mather, an agency under Executive Creative Director, Rajiv Rao, South Asia. </li></ul>
    6. 6. Making of Zoozoo <ul><li>Prakash Verma of Nirvana Films </li></ul><ul><li>Filmed in South Africa with local crew </li></ul><ul><li>Movement, Talk, Gestures, Emotions, Costume designs and artwork </li></ul><ul><li>3 weeks pre-production and 2 different fabrics </li></ul>
    7. 7. (ZooZoo) Design <ul><li>2 designs were considered </li></ul><ul><ul><li>Fat potato head </li></ul></ul><ul><ul><li>Slim Version with bigger face </li></ul></ul><ul><li>Egg head version finalised </li></ul><ul><li>Characterization: Leads simple lives, emotes like humans </li></ul><ul><li>Talk Gibberish </li></ul><ul><li>Simple, Silly, Funny, Adorable </li></ul><ul><li>Big Frowns, Hearty Laughs, Grins </li></ul>
    8. 8. Costs <ul><li>Animations 10-15 times cheaper than real people </li></ul><ul><li>ZooZoos had low cost costumes, real people </li></ul><ul><li>Speedy Schedules </li></ul><ul><li>30 advertisements cost only Rs 3 Crores </li></ul><ul><li>20-30 sec long </li></ul><ul><li>ZooZoo name nowhere in commercial area </li></ul><ul><li>Massive Viral Marketing </li></ul>
    9. 9. SWOT Analysis <ul><li>STRENGTHS : </li></ul><ul><li>Campaign penetrated both in the media as well as in social networking sites </li></ul><ul><li>Was representation of a common man depicted as a cartoon character ZOOZOO </li></ul><ul><li>Wide media coverage, more precisely through video </li></ul><ul><li>Easy and cheap animation leading to low production cost </li></ul><ul><li>No celebrity endorser - No associated risks and costs </li></ul>
    10. 10. SWOT Analysis (cont…) <ul><li>WEAKNESS : </li></ul><ul><li>Had an undermining effect on the brand Vodafone </li></ul><ul><li>Difficulty in understanding faced by rural population </li></ul>
    11. 11. Segmentation <ul><li>ZOOZOO - A cartoon character which represented common man </li></ul><ul><li>Segmented basis on types of services used </li></ul><ul><li>Urban and Rural region customers were seperated out </li></ul>
    12. 12. Targeting <ul><li>Targeted customers who would use VAS services </li></ul><ul><li>Different kinds of VAS services were offered for different kinds of customers </li></ul><ul><li>Urban customers were more in focus </li></ul>
    13. 13. Advertising - TVC <ul><li>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. </li></ul><ul><li>20-30 seconds ads with the message about the VAS. And ending with “Make the Most of Now” </li></ul>
    14. 14. Advertising - Internet <ul><li>Dedicated microsite – “What kind of Zoozoo are you?” </li></ul><ul><li>Downloadable Ringtones, wallpapers, screensavers and videos </li></ul><ul><li>Facebook – aimed at building a community </li></ul>
    15. 15. Themes for advertisement
    16. 16. What kind of Zoozoo are you?
    17. 17. Pricing and Promotional Offers <ul><li>Offers like providing Cricket Alerts, Beauty Alerts, Phone Backup, Chota Credit, Maps, Call Filter were provided </li></ul><ul><li>All these services were at affordable prices, some around 30 Rs per month </li></ul>
    18. 18. Distribution <ul><li>These services were started in all circles by Vodafone at one go </li></ul><ul><li>Zoozoo campaign was in place with all distributors in super quick time </li></ul>
    19. 19. Viral Marketing <ul><li>Vodafone was successful in effort of viral marketing </li></ul><ul><li>Strategy captured imagination of millions across the country </li></ul><ul><li>Every age group was interested in the ad and the related VAS products </li></ul>
    20. 20. Success <ul><li>ZooZoos dominating social networking sites </li></ul><ul><li>Created Strong Association </li></ul><ul><li>Wallpapers, emoticons, ringtones, videos, contests, pictures, stories etc </li></ul><ul><li>Videos had 3million hits in 3 weeks </li></ul><ul><li>Most watched viral video for 2 weeks </li></ul><ul><li>Youtube ad downloads </li></ul><ul><li>Twitter </li></ul>
    21. 21. IPL Impact <ul><li>85% of most visible brand on screen </li></ul><ul><li>Hit in both the weeks </li></ul><ul><li>Most watched brand in breaks </li></ul><ul><li>Others were Airtel, Lifebuoy, Airtel Broadband Internet </li></ul><ul><li>Vodafone – 15% of commercial ads </li></ul><ul><li>Havells – 8%, Airtel and Idea – 7% each </li></ul>
    22. 22. The telecom battle <ul><li>Bharti Airtel, Idea are biggest competitors </li></ul><ul><li>Airtel launched ‘My Airtel My Offer’ with Madhavan and Vidya Balan </li></ul><ul><li>Idea launched ‘Walk when you talk’ with Abhishek Bachan </li></ul>
    23. 23. What could have been done better ? <ul><li>Zoozoos becoming more popular than the network itself </li></ul><ul><li>Messages written in text in the end - difficult to comprehend for viewers from semi urban and rural areas </li></ul><ul><li>Avoid hammering different products in short span </li></ul><ul><li>Phased release of each storyline to promote different offers </li></ul>
    24. 24. Learning's <ul><li>Low cost ads can make good impact </li></ul><ul><li>Concept is important </li></ul><ul><li>Expensive Brand Ambassadors could be avoided </li></ul><ul><li>Ads more relate to common man </li></ul><ul><li>Most Importantly </li></ul><ul><ul><li>‘ Keep it simple’ </li></ul></ul>
    25. 25. THANK YOU

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