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Zoo zoo research
Table of Contents
1. Introduction &
Literature Review
5
2. Need for study 5
3. Method 17
4. Scope 175. Vodafone 11
6.Zoozoo History 12
7. Research Design 17
8.Research
Objectives
17
9.Limitations 17
10.Data Analysis 18
11.Data
Interpretation
34
12.Conclusion 35
13.Appendix 36
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Chapter 1
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Introduction
Advertising is defined as The business of drawing public attention to goods and services.1 It
could also be defined as A public promotion of some product or service.2 The above
mentioned definitions describe the need and role for advertising. Its to this end that every
advertiser strives to strike the right balance in his advertisement to obtain optimum results.
Advertising can also be referred to as the process of creating awareness about a product or a
service through a medium that is usually a mass medium. The process of creating awareness is
what you need to do with a lot of care as it is not easy to capture the attention of people. It aims
at making the consumer believe that the product being sold is the best that he can get, and that
the cost is completely meant to favour him.
Why is Advertising important?
In todays modern world where life is on the superfast lane in the mad rush to achieve various
things, it is an advertisers nightmare to think of ways and means to grab our attention.
Advertisements surround the society we live in and there is absolutely no avenue that has been
left unexplored by advertisements. You take any normal persons day, he wakes up and when he
barely has opened his eyes and squeezes the toothpaste tube, he sees an advertisement of a new
flavour of toothpaste on that tube, after which he picks up his newspaper to catch the headlinesand there he is greeted by cricket Legend Sachin Tendulkar suggesting a particular product. He
steps out of home and there behold on his way to work he sees a resplendent variety of
billboards vying for his attention. Not all of them are winners every day, some have their days
of glory some have their days of seeming to be invisible. He still trudges on to his workplace
where he is bombarded by advertisements of professional companies through the internet and
through the mail. Then after work when he sits in front of the Television he is forced to watch
advertisements on every channel at a minimum of 5 minute intervals. Thus advertisements have
become so part of our life that now young mothers actually wait for them to come to distract
their infants and trick them to eat peacefully while being lost in the attractive ads that last pretty
much only as long as a small kid can concentrate.
There is a large part of the audience out there simply to be entertained. These people like to
watch some ads for the kind of appeal it radiates or the entertainment it provides. There are
1 The Word Web Dictionary.2 The Word Web Dictionary.
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various kinds of appeals based on which every advertisement is made. The main types of
appeals are Emotional appeal, Sex Appeal among others. These capture the audiences
attention not to make them long for product or the service but just because of the entertainment
the visuals, or the audio provide. This is not the main reason for an advertisement to be aired.
Advertisements are meant to do that whilst also giving the message that is meant to beconveyed by the advertisement.
Advertising is part of the communication process, and is determined by the nature and value of
the media selected. Advertising is persuasive communication. Without information about the
way in which the individual or target group perceive and react to the media, advertising will
surely fail.
A. A. Kuehn in his article on How advertising performance depends on other marketing
factors1 states that The ultimate success of a brand will depend on how well its total
marketing programme meets the physical and psychological needs of the consumer. This
clearly means that there is a very important relation between the success of an advertisement
and the appeal which it generates in the minds of the audience. Every advertisement has a
particular definitive appeal; meant to give the product a particular personality and this is
decided based on the kind of brand positioning intended for the product. Every advertisement is
meant to carry out a particular task in the direction of the intended appeal. Some of the main
functions are:
Help to launch a product or service.
Instigate the need for a product or service
(usually for new products or new entrants in the market)
Creating awareness about the product or the service. (for an already existing product)
Help the society to improve their lifestyle by using the product.
Create desire to cause the Consumer to spend.
Basis of advertising for a product
1 Journal of Advertising Research Vol.2 No. 1, 1962
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Advertising must be planned and assessed based on company goals. The company decides the
main goals to achieve through the advertisement. Promotional strategies get their value from
the ability to achieve these goals. This places twin demands on the planning process: Clear goal
formation and valid predictions. The goals have to be formed on the basis of what the company
wants to achieve depending on the target audience and the expected response.
Your main goal while advertising should be to communicate your idea and the USP (Unique
Selling Point) of your product in the simplest way for a heterogeneous audience to understand
it in the way that you want it to be understood. The most important points to remember when
you create an advertisement is that you must be sure that your advertisement does not carry any
wrong connotations that might get misunderstood by your audience. Hence when you are going
to create an advertisement, you should know your target audience very well. You must know
exactly what they think, how they think, how they understand and perceive things. All the signs
and symbols used in your frame should have a good reason and meaning to it.
Advertising Campaigns
An advertisement campaign or Ad Campaign as it is commonly referred to, actually is a
process of using various media to communicate a particular idea or thought for a particular
period of time. Such campaigns are done for essentially established brands that want to either,
sell a new form of a hit product,
sell a new face for the product,
form a new brand image,
advertise some new offer or
create awareness about some particular thing or for a particular event
The main aspect about Ad Campaigns is that all the media chosen should be done so with a lot
of careful planning and research. The choice of media depends on the extent to which the
people in the target group actually use that media. The more types of media that you manage to
reach the greater your chances of obtaining the expected kind of response to your product by
your audience. Another point to remember is that all the advertisements should have a striking
resemblance. It is only through the resemblance that the audience will be able to relate the
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various advertisements to each other and also be able to register the message properly. Hence
there has to be various things that have to be remembered.
The colour scheme should be the same.
The fonts and elements used should also be the same.
The ads should come on the various media at the same time.
The difference between an advertisement and an ad campaign mainly lies in the fact that an ad
campaign actually is meant only for a particular period of time. An ad campaign is conducted
during a particular time that suits either the product being sold for example a cold cream is
required only during the winter season hence a campaign for such a product will last only till
the end of the winter season.
Related Theory
The theory employed through this research deals with the idea that people tend to use media
just for personal entertainment. This is explained by the theory called the Uses & Gratification
Theory. The theory is based on the work of many people in this field. It deals with the way
people react to the media. People use the media to gratify various needs. The needs are as
follows:
Education
Entertainment
Information
Escapism
J.G. Blummer, J. R. Brown and D. McQuail in their study of Uses and Gratification1 obtained
by respondents from Media found through unstructured and semi-structured questionnaires that
people use the media as the following
1. Diversion:
i. Escape from routine
1 The Social Origins of the Gratifications Associated with Television viewing, Leeds University, 1970
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ii. Escape from burdens of problems
iii. Emotional release
2. Personal Relationships:
i. Companionship
ii. Social Utility
3. Personal Identity
i. Personal reference
ii. Reality exploration
iii. Value reinforcement
This theory was also studied by others like Kats and Lazarsfield. But they did it on different
terms.
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Chapter 2
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Vodafone - the company
Vodafone Group is a global telecommunications company headquartered in Newbury, United
Kingdom. 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 347
million proportionate subscribers as at 30 June 2010. It operates networks in 31 countries andhas partner networks in a further 44 countries. It owns 45% of Verizon Wireless, the largest
mobile telecommunications company in the United States measured by subscribers.
The Group's mobile subsidiaries operate under the brand name 'Vodafone'. The name Vodafone
comes from voice data fone, chosen by the company to "reflect the provision of voice and data
services over mobile phones".
In the United States the Group's associated undertaking operates as Verizon Wireless. During
the last few years, Vodafone Group has entered into arrangements with network operators in
countries where the Group does not hold an equity stake. Under the terms of these Partner
Market Agreements, the Group and its partner operators co-operate in the development and
marketing of global products and services, with varying levels of brand association.
Vodafone Group
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Newbury: New Vodafone Headquarters. This HQ is situated in the north western section of the
grid square and the picture was taken from the west side of the building. Most of this square is
residential with some farmland and some commercial activity.
Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced operations in
1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. The
company now has operations across the country with over 113.77 million customers. The
Essar Group is a diversified business corporation with a balanced portfolio of assets in the
manufacturing and services sectors of Steel, Energy, Power, Communications, Shipping Ports
& Logistics, and Projects. Essar employs more than 50,000 people across offices in Asia,
Africa, Europe and the Americas.
The Company's ordinary shares are listed on the London Stock Exchange and the Company's
American Depositary Shares ('ADSs') are listed on the NASDAQ Stock Market. The Company
had a total market capitalisation of approximately 71.2 billion at 12 November 2009.
Vodafone Group Plc is a public limited company incorporated in England under registered
number 1833679.
The ZooZoo Ad Campaign
Many think that the Vodafone Zoo zoos were cartoons. Some think they were aliens. All your
thoughts were wrong. All are humans being only. During the IPL, given the magnitude of the
event various media houses spent tons of money to attract the customers. So Vodafone
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obviously wanted a piece of the pie.
A few months ago, Vodafone briefed its agency, Ogilvy India, to create uncommon characters
a common thread to link the ads in the campaign together. Rajiv Rao, executive creative
director, South Asia, Ogilvy India, tells that the only starting point for the team was that thecharacter had to be simple to a stupefying level. And thus, the Zoozoo was born.
Ogilvy experimented with several characters and finally took its love for the term egghead
one step too far, creating characters that don the colour white (with black dots for eyes and a
mouth), have heads resembling eggs, and disproportionately thin bodies.
The idea is to tell the Value Added Services (VAS) stories in a world akin to, yet different,
from humans. The creatures were then given a characterisation. They are to lead simple lives,
speak a language of their own (something that sounds like gibberish), move in a certain way,
and even emote like human beings, with big frowns or big grins to do the trick. The execution
is almost like emoticons. We even limited the number of emotions to be used, to keep things
easy, says Rao.
A completely Indian concept, Rao lent these characters a name: the Zoozoos. Theres no
science to it, he explains the name just had to be something fun, memorable and catchy, and
not a clever one thats difficult to pronounce.
Ironically, nowhere in the communication does the Zoozoo name pop up, but Rao doesnt feel
thats much of a problem: it wasnt a task to popularise the name in the first place.
Currently, some10 films are on air, for service offerings such as Cricket Alerts, Beauty Alerts,Phone Backup, the IPL Contest 1, the IPL Contest 2, Chhota Credit, Vodafone Maps, Vodafone
Call Filter, Live Games and Musical Greetings. Each film, shot against a Grey backdrop, has
these characters interacting with one another (some storylines even have Zoozoo families) with
the product story weaved in.
For instance, the Phone Backup ad (the first in the series) has several Zoozoos lined up to have
their faces photocopied through a photocopier, while a tetris towards the end (the messenger in
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all the ads) announces how Vodafone allows for creating a phonebook backup.
Their Inception: Making of the Zoozoo ads
No, they arent animated characters. They are human beings who were made to wear body
suits. The design of the characters is such that one gets fooled into thinking it is animation,
shrugs Rao, which was indeed the very illusion that had to be created. In a sense, it is live
animation! he quips, referring to the fact that it was all shot live.
Prakash Varma, ad filmmaker, Nirvana Films, has directed the commercials, and reveals that
the Zoozoos were a big challenge to create. The practical aspects of how they will move, talk,gesticulate and emote were very important. Essentially, costume design and artwork were
crucial elements.
It took me three weeks of pre-production to understand how it will work, says Varma. There
were two fabrics that were considered for the body suits, and one was rejected for it had too
many wrinkles and was shiny. The wrinkles would have shown when the characters moved,
thereby shattering the illusion of animation. So we chose the more practical, thicker fabric,
Varma explains.
The production team divided the outfit into two parts: the body and the head. The body part of
the outfit was stuffed with foam in some places, while the head was attached separately. To
make it look bigger than a human head, a harder material called Perspex was used, which in
turn was stuffed with foam (with scope for ventilation).If one wishes to understand the size of
this head, heres a fact: a human head would typically reach up to the mouth level of this giant
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Zoozoo head. We kept the hands and legs thin, which is why we cast women and
occasionally children wearing the costumes, says Varma. The thin limbs, contrasted with big
bellies and a bulbous head, all add to the illusion that these creatures are smaller than humans.
Sets were created to suit the size of the Zoozoos.
Cinematically, this size was a trick: the creatures look smaller than they actually are on
screen, to portray a different world of sorts. For this, the speed of shooting was altered: Nirvana
shot it in a high-speed format to make them look the size that they do. Furthermore, simple
sets/backdrops were created and spray painted with neutral Greys a colour of choice so that
attention isnt diverted from the main characters. For a supposedly outdoor shot, even the
shadow of a Zoozoo was kept live and not done in post production: it was painted in a darker
shade of grey on the ground. An even lighting was maintained throughout.
There was virtually no post production work done.
The films were shot by Nirvana in Cape Town, South Africa, with the help of a local
production house there, called Platypus. Incidentally, the same combination of people also
worked on the Happy to Help series last year. When asked whether Cape Town is fast
becoming a tourist spot for Vodafone and Nirvana, Varma laughs, saying, Oh no! Its just that
we are very comfortable with the team there and know what sort of work to expect from them.
Nagpal adds here that the production cost had to be minimal for unveiling such a large number
of commercials. Otherwise, our production costs would exceed media spends, he quips.
Zoozoos: Storming the digital world
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In the digital space, Zoozoos are currently featured on a specially createdmicrosite here, one
can partake in quizzes and contests, including the What kind of Zoozoo are you? quiz. Each
Zoozoo has a unique set of characteristics and traits allotted to it. The microsite also allows for
goodies to be downloaded (including wallpapers, screensavers and ringtones), and offers details
on the IPL. With a specially created YouTube channel on the site, the TVCs are provided there
for people to watch and share.
The Zoozoo fan base
Apart from the microsite, a Zoozoo fan page has been created on Facebook, which has more
than 5,600 members. Fans have access to special tag-me images, Zoozoo sounds (such as
Zoozoo laughter and music tracks) and ad previews. People are also following Zoozoos on
Twitter and get updates whenever new commercials go on air.
Zoozoo ads are fast becoming popular on YouTube, and on certain days, claims Nagpal of
Vodafone, some of the videos even managed to figure among the most watched lot on the site.
The team behind the Vodafone-Zoozoo work includes Rao, along with Kiran Anthony,
Elizabeth Dias, Rajesh Mani, Mehul Patil, Kumar Subramaniam, Kapil Arora, Debaleena
Ghosh and Desmond Fernandes.
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Need for the research
The Ad campaign though believed to be a runaway success needed to be studied for a better
understanding of the possibility of minute flaws that occur due to lack of proper concentration
on the right aspects of the ad that need to be given importance.
Research Objectives
Main objective
The research intends to find out
To prove that the Zoozoo ads turned out to be just a source of entertainment for the
audience rather than advertising the services
Sub Objectives
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Understand the manner people understand advertisements
How much importance do people give to the advertisements to influence them
Research setting
The research was carried out on the students of Madras Christian College.
Research Design
The research design followed was of the quantitative method, where we distributed
questionnaires on the topic for students in the college to fill in.
Sampling technique
The sampling technique was of the simple random selection method. This based on the
probability method.
Sample Size
The Sample size was decided to be consisting of about 50 respondents. This was on the basis of
the fact that the there was very less time. And the research
Problems and limitations
There were various problems that hindered our research
The lack of time prevented us from spreading our research to a wider sample group.
The process of data collection was tedious.
The research was limited to the confines of the college campus.
Scope of research and conclusion
The scope of the research extends to all those interested in learning about successful ads and
help them to avoid the mistakes that even successful ads made in todays scenario.
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Chapter 3
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Analysis
Q.no: 1. How often do u watch TV?
50% of the sample watches TV for 3hrs a day
40% of the sample watches TV only for an hour per day
10% of the sample watches TV for more than 5 hours a day
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Q.no: 2. Do you watch commercials or flip the channel during
commercial breaks?
80% of the sample flip channels during commercial breaks
20% of the sample watches advertisements during commercial
breaks
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Q.no: 3. Do you like TV commercials?
60% of the sample like watching commercials
40% of the sample does not enjoy watching advertisements
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Q.no: 4. How se
riously do you take Advertisements?
Only 20% of the sample take Advertisements seriously
40% of the sample is not dependent on advertisements
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40% of the sample is not affected by Ads
Q.no: 5. Do you think people become advertisementlaggards?
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Only 20% of the sample think that people are dependent on
advertisements
80% of the sample disagree that people become advertisement
laggards
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Q.no: 6. Have you watched Zoo zoo Ads?
100% of the sample have watch Zoo zoo ads
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Q.no: 7. When did the Zoozoo Ads come?
80% of the sample say 1yr back
20% say 6months back
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Q.no.: 8. Are the Zoozoos animated or real?
90% of the sample say zoozoo ads were animated
10% of the sample say Zoozoos were real humans
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Q.no: 9. How many Zoo zoo Ads do u remember?
80% of the sample can recollect more than 5 Zoo zoo Ads
15% of the sample can recollect more than 10 Zoo zoo Ads
5% of the sample can recollect more than 15 Zoo zoo Ads
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Q.no: 10. Can u remember these Ads and recall the services
they provided?
Only 20% of the sample can relate the given Ads to the services that
they provided
40% of the sample remembers 2-3 ads and the service provided
40% of the sample cannot relate even a single service to the ad
shown
Q.no: 11. Which Zoo zoo service Ad did you like the most andwhy?
Less than 5% of the sample have one or two favorite zoo zoo Ads
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The sample remember the Ads because the Ads were humorous and
entertaining
Q.no: 12. Can you guess the total number of Zoo zoo ads andthe number of services they offered?
50% of the sample have no idea of how many Zoo zoo ads weretelecasted
40% of the sample guesses that it might be 20 ads totally
10% of the sample thinks that 40 Ads were telecasted
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Q.no: 13. What is that you like the most about Zoo zoo Ads?(circle)
70% of the sample liked Zoo zoo more than the concept or service
30% of the sample liked the concept of the Ad
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Q.no: 14. What do you think registered more?
80% of the sample think Zoo zoo were registered more than the Ad in
their minds
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Only 20% of the sample says that few Ads were registered
Q.no: 15. Do you think Zoo zoo Ads were a success?
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99% of the sample think that Zoo zoo Ads were a success
INTERPRETATIONS
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1. 50% of the sample watches TV for 3hrs a day
2. 80% of the sample flip channels during commercial breaks
3. 60% of the sample like watching commercials
4. Only 20% of the sample take Advertisements seriously
5. 80% of the sample disagree that people become advertisement laggards
6. 100% of the sample have watch Zoo zoo ads
7. 80% of the sample say 1yr back
8. 90% of the sample say zoozoo ads were animated
9. 80% of the sample can recollect more than 5 Zoo zoo Ads
10. Only 20% of the sample can relate the given Ads to the services that they provided
11. Less than 5% of the sample have one or two favorite zoo zoo Ads
The sample remember the Ads because the Ads were humorous and entertaining.
12. 50% of the sample have no idea of how many Zoo zoo ads were telecasted
13. 70% of the sample liked Zoo zoo more than the concept or service
14. 80% of the sample think Zoo zoo were registered more than the Ad in their minds
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15. 99% of the sample think that Zoo zoo Ads were a success .
Conclusions
1. Users play an active role in choosing and using the media- users and gratification
theory
2. By studying the sample, its clear that the audience have registered zoozoos and its
characteristics as it is entertaining nd humorous rather than registering the concept nd
the services provide d.
3. Due to a number of zoozoo ads, the brand has not succeeded in registering the services.
Repeated airing of a number of zoozoo commercials has confused the audience.
4. Hence they cant remember the Ads or the services provided.
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Appendix I
QUESTIONAIRE
Name: Age:
Dept.: Sex:
1. How often do you watch TV?
5hrs
2. Do you watch commercials or flip the channel during commercial breaks?
Yes NO
3. Do you like TV commercials?
Yes No
4. How seriously do you take Advertisements?
Seriously Not seriously Does not affect me
5. Do you think people become advertisement laggards?
Yes No
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6. Have you watched Zoo zoo Ads?
Yes No
7. When did the Zoozoo Ads come?
1yr back 6months back
8. Are the Zoozoos animated or real?
Animated Real
9. How many Zoo zoo Ads do u remember?
5 10 15 >20
10.Can u remember these Ads and recall the services they provided?
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11.Which Zoo zoo service Ad did you like the most and why?
12.Can you guess the total number of Zoo zoo ads and the number of
services they offered?
20 40 60 NO IDEA
13. What is that you like the most about Zoo zoo Ads? (circle)
Zoo zoo s Concept Services offered
14.What do you think registered more?
zoo zoo and their characteristic The ad itself
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15.Do you think Zoo zoo Ads were a success?
Yes No
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