Vodafone Essar’s Advertising Strategy – The ‘Zoozoos’ campaign

Presented by – Group 8

Mandanna T. MKirti M SiddapurSudipta SarRohan NairSana NabiAnil Jhinja

Background

• Hutchinson Telecom International Ltd (HTIL) plans to sell its 67 percent equity stake in Hutchinson Essar Ltd (HEL)

• Vodafone buys 52% stake in HEL. Essar continues to hold 33% stake in HEL

• July 2007 – HEL changes its name to Vodafone Essar Ltd

Rebranding campaign

• Tagline – “Change is good...” Baseline - “Hutch is now Vodafone”

• “Wherever you go our network follows..” To “Make the most of now..”

Vodafone Essar’s advertising campaign

Promotional mix-• Advertisements – TVC, Print, Radio, hoardings– Value added services ads – Visual ads supported by

Print ads• Events – Jogajoger Utsab during Durga Pooja in

Kolkata– Navratri special caller tunes contest in Gujarat – Jhumo

aney Jeeto• Sales Promotions – Special prepaid bundle for

Diwali

Other ad campaigns

• Happy to Help– TVCs using the pug again– Internet and Interactive - Happy to Help link in the

company website• Friends Circle• Cheaper SMS• “Amar Chitra Katha” alerts - VAS

Zoozoos campaign

• Campaign to communicate the VAS offered by the company• Objective – Improve the awareness of VAS• Different ad being shown each day to attract viewers interest• Humor appeal• Source Attractiveness

– Similarity: "What makes Zoozooz 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

Launch

• Launched on April 20, 2009 with 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

• 20 – 30 seconds duration with the ad message about the VAS. Ending with “Make the Most of Now”

Use of internet for promotion

• Dedicated microsite – “What kind of Zoozoo are you?”

• Downloadable Ringtones, wallpapers, screensavers and videos

• Facebook – aimed at building a community

Fan page of Zoozoos in Facebook

Application of persuasion matrix

• Message presentation – Channel – TVC• Attention – Source – Zoozoo• Comprehension – Receiver – Television

audience• Yielding – Message – The different ads

Results

• Big hit on the internet• Curiosity about the characters• According to Advertising Age: Make it to the

list of world’s most viewed viral video advertisement campaigns capturing first position

Question marks..!!

• Messages written in text in the end - difficult to comprehend for viewers from semi urban and rural areas

• Zoozoos becoming more popular than the network itself!!

• Application of Just Noticeable Difference on the timing of the ads

STRATEGIES

• Visual of ZooZoo’s

• Phased launch of the ZooZoo Advertisements

• Inclusion of Pug along with ZooZoo’s

• Use of below-the line communication

• Audio more humanized for better presentation

Thank You