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Advertising Presentation Vodafone ZooZoo

Vodafone launched a campaign during the IPL season 2 featuring animated characters called "Zoozoos" to promote its VAS offerings. The Zoozoos were played by people in costumes and used humor to raise awareness of services like ringtones, wallpapers and videos available on the Vodafone website and social media pages. The Zoozoos campaign generated significant buzz on television as well as online, with the characters becoming very popular.

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205 views14 pages

Advertising Presentation Vodafone ZooZoo

Vodafone launched a campaign during the IPL season 2 featuring animated characters called "Zoozoos" to promote its VAS offerings. The Zoozoos were played by people in costumes and used humor to raise awareness of services like ringtones, wallpapers and videos available on the Vodafone website and social media pages. The Zoozoos campaign generated significant buzz on television as well as online, with the characters becoming very popular.

Uploaded by

lathifullal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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R     
‡ British mobile network headquartered in Newbury, United
Kingdom.

‡ Vodafone buys 52% stake in HEL. Essar continues to hold


33% stake in HEL.

‡ Vodafone entered India in December 2005 by acquiring a


10 percent stake in Bharti Ventures Limited (Bharti) which
later became Bharti Airtel Limited.

‡ July 2007 ± HEL changes its name to Vodafone Essar Ltd


(   
‡ Incorporated in August 1928 under the name D J Keymer
Co. Ltd.

‡ Over the years they have helped create some of India's


most successful brands like Asian Paints, Cadbury, Fevicol
etc.

‡ In recent times- Perfetti, Hutch, Close Up and many more.

‡ One hallmark of Ogilvy's brand-building capability is the


balance of global and local brands.
i   R  
‡ Tagline ± ³Change is
good...´ Baseline -
³Hutch is now Vodafone´

‡ ³Wherever you go our


network follows..´ To
³Make the most of now..´
‡ The agency was tasked to ‡ Ö 
   
leverage the IPL 2 to     
communicate the wide range of       
       
products and services from
      
Vodafone while building a
     
consistent brand story.         
      
     
‡ New set of characters called       
µZooZoos¶ for the latest 
Vodafone ±  !"#
$% &

‡ Characters look animated, they


have been played by real people
dressed in white attire.
 

‡ Campaign to communicate the VAS offered by the
company

‡ Objective ± Improve the awareness of VAS.

‡ Humor appeal.
 

‡ Source Attractiveness
± Similarity: "What makes Zoozoos so endearing is that they are
innocent people living in a simple world unlike ours, who laugh
loud when they laugh. And who seam to be in an in-between world
of animation and reality" - Mr Rajiv Rao, Executive Creative
Director, South Asia, O&M India
± Likability

‡ Funny, Attractive.

‡ Not a celebrity endorser, associated risks not present.


ß    c  
‡ The campaign introduced
Zoo zoos.

‡ Convey a specific VAS


offered by the company,.

‡ Buzz: both in the


traditional media as well
as in social networking
sites
ß   
 
‡ The company planned to air the ads during IPL-Season 2.

‡ A different ad would be shown each day, to attract the


viewers' interest.
  
   
‡ Dedicated microsite ± ³What kind of Zoozoo are you?´

‡ Downloadable Ringtones, wallpapers, screensavers and


videos.

‡ Facebook ± aimed at building a community


È    È  
ß i 
‡ All the TVCs were available both on YouTube and
Twitter.

‡ On Google.co.in, the word 'Zoozoo,' became the third


highest search word on May 04, 2009.

‡ Zoozoo itself has become a phenomenon.

‡ The IPL 2 will forever be remembered as the season of


Zoozoos.

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