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Zozoooooo
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Transcript of Zozoooooo
Submitted by: Varun Bhardwaj Shailender Chaudhary Varun Kapoor Rahul Thakur Abhishek Chopra
PRODUCTS
Prepaid Cell phone connection Prepaid recharge card Top - ups Vodafone Postpaid Calling Cards Vodafone PCO Vodafone Handyphone
COMPETITORS
REBRANDING CAMPAIGN
Tagline – change is good, Baseline – hutch is now Vodafone.
Wherever you go our network follows. To make the most of now.Telecom major Vodafone group wants its customers to see red, if its corporate colour to replace hutch`s pink.
Vodafone Essar promotional advertising campaign
Promotinal mix- Advertising- TV, Print, Radio,
hoardings Value added services ads- Visual
ads supported by Print ads Events- Mtv Splistvilla Sales Promotion- Special Prepaid
bundle for Diwali
Need Identification
Value added Services of vodafone needed more promotion
ZooZoos was the perfect way to spread awareness.
IPL season 2 had lot of scope to be taken advantage
Advertising Budget
Hutchison Essar spent around Rs 80 crores on advertising in 2006.
Initial annual budget that will be between Rs 160 crores and Rs 200 crores.
To announce the name change, the company has earmarked an advertising budget of Rs 320 crores.
Source-www.livemint.com
Introduction to ZooZoos
“Pug” was the mascot for Vodafone
IPL 2008 Vodafone went in Pug for its “ Happy to help” service
Launch
Launched on APRIL 20. 2009 with about 30 different TVC`s for VAS including- cricket alerts, beauty alerts, chota credit, vodafone maps. vodafone call filter, live games, musical greetings, etc
20-30 seconds duration with the ad message about the VAS. ending with "Make the Most of Now"
Costs
Animations are 10-15 times costlier than real people
ZooZoos had low cost costumes, real people
Speedy Schedules 30 advertising cost only Rs 3 crores 20-30 sec long Massive Viral Marketing
Use of internet for promotion
Downloadable Ringtones, wallpapers, screensavers and videos
Facebook- Aimed at building a community
Dedicated micro site- “ What kind of Zoozoo are you?”
Results..
Big hit on the internet Curiosity about the characters According to advertising Age:
World’s most viewed video advertising campaigns capturing first position
KOCHI: Vodafone has won PETA India’s first Glitter Box awards for its popular “ ZooZoo” advertisement.
IPL Impact
85 % of most visible brand on screen Hit in both the weeks Most watched in breaks Vodafone- 15% of commercial ads
Has been a Launch-Pad for both HTC and iPhone Mobile Phones
Official Sponsor for England Cricket Team since 15 years
Mobile Phones are becoming as indispensible as water
Vodafone ‘ totally automated mobile Phone vending machine
Innovation Award at the annual UK Technology innovation and Growth award
Opportunities
Revolution in the convention way of advertising that was through public figures and celebrities
Low advertising cost leading to provision of cheaper services
IPL Season 2 expected to have good TRP’s
Huge market.
Learnings
Low cost ads can make good impact Concept is important Expensive Brand Ambassadors could
be avoided Ads more relate to common man Most importantly “ Keep it simple”
Current promotional campaigns i
In India, Vodafone Zoozoo’s soon be
available as merchandise, as the telecom giant has partnered with Shopper’s Stop to retail the same.
At present, the various moods of the zoozoo’z have been captured in T-Shirts priced at Rs-299 onwards.
Ogilvy & Mather has conceptualised Vodafone's newest ad campaign for Vodafone's new bonus card offer which is priced at Rs 4. It features an animated parrot, and has been voiced by Bollywood actor Boman Irani.
Previously it was McLaren Mercedes but now its Vodafone McLaren Mercedes of Formula 1
Thank You…!