WELCOME

Seminar on

Zoozoo As A Brand Ambassador of Vodafone

Presented By, Rashmi Raj

The name

Vodafone

comes from

Voice data fone,

chosen by the

company.

Vodafone

• Vodafone in INDIA came with acquiring

Hutchison Essar limited..

• Vodafone was launched officially on 21st

September 2007

• Hutch was rebranded as Vodafone.

Zoozoos• Launched on April 20,2009• Advertisement characters

promoted by Vodafone during the IPL Season 2.

• The ads were created by Ogilvy & Mather, South Asia.

• Campaign to communicate the VAS offered by the company.

Making of Zoozoo

Costs• Zoozoo had low cost costumes, real people

• 30 advertisement cost only Rs 3 Crores

• Zoozoo name nowhere in commercial

• Massive viral Marketing

Zoozoo! Why so much Hype….??• Big hit on the internet, just within 15 days

of the release of first advertisement.

• Curiosity about the characters.

• Zoozoo goodies, t -shirts, mugs,key chains,

toys are on the way.So basically zoozoo

has opened up a huge market.

What made Zoozoo ‘Click’?When they first aired on television, they seemed to be like aliens but they are much like the humans.

They have certain madness about them. They behave in a funny yet human way.

SWOT AnalysisSTRENGTH WEAKNESS OPPORTUNITY THREAT

Penetration in media as well as social networking sites.

Undermining effect on the brand Vodafone.

Advertising through Zoozoos

Ads getting Lost in marketing war

Depiction in the form of a cartoon character

Problem faced by rural population.

Cost benefit and Good TRP’s for IPL Season2

Learning’s• Concept is important.• Ads more relate to common

man.• Expensive Brand

Ambassadors could be avoided.• Most importantly “KEEP IT SIMPLE”

Advertising -TVC

• About 30 different TVCs for VAS including-Cricket alerts, beauty alerts, phone backup, chota credit, vodafone maps etc..

• 20-30 seconds ads with the message about the VAS & ending with

“Make the most of now”

STP- Analysis

S-Segmentation:• Zoozoo- A cartoon character which

represented common man.

• Segmented basis on types of services used.

• Urban and Rural region customers were separated out.

• 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

Targeting

• Current positioning of vodafone is “power to you”.

• Vodafone is providing the user with different offerings like special alerts, magic box, call filter etc..

Positioning

• Zoozoos dominating social networking sites.

• Created Strong Association.• Wallpapers, ringtones,videos pictures of Zoozoos.• Videos had 3 million hits in 3

weeks.• Most watched Video.• Vodafone becomes INDIA’s 3rd

Biggest tele-com company after Airtel and Reliance.

Success

• Low cost ads made a very good impact.

• Advertises more relate to common man,leads to

more customers.

• Zoozoo Concept highlights the presence of

Vodafone in India very dominantly.

Conclusion

• http://en.wikipedia.org/wiki/ZooZoo

• http://www.animation-boss.com/zoo_zoos_040413

• Vodafone UK. Company Information. http://www.vodafone.co.uk

References: