zoo zoo campaign SRCC Advertising

zoo zoo campaign SRCC Advertising

1. SEGMENTATION ZOOZOO- A cartoon character which represented common man Segmented basis on types of services used Urban and rural region customers were separated out Demographics- Age- 13 to 65 Income- Small, middle and high level markets(B2B,B2C) Psychographics- Preferably youth and people in the urban and semi urban areas.

2. TARGETING STRATEGIES Targeted customers who use VAS services. Different kind of VAS services were offered for different kinds of customers. Urban customers where more in focus B2C Market - Recharge plans starting from as low as INR 10 and going up to INR500 and more. B2B Market- Launched plans and packages for SMEs as well as large scale VAS Services and Discounts - To target home-makers, students and professionals.

3. Inclusion of pug along with ZooZoo’s . Above the line promotion Advertising on TV, social media and in other media outlets reaches large audience and spread the brand image and the message very effectively. Below the line Stores has special offers ,point of sales posters to attract those inside the stores Sending press release to national newspapers and magazines.

4. ADVERTISING-TVC About 30 different TVCs for VAS including- Cricket alerts, beauty alerts, phone backups, chota credit, vodafone maps, vodafone calls, live games, musical greetings etc. 20-30 seconds ads with the message about the VAS. And ending with “Make The Most Of Now” and “Power To You”.

5. ADVERTISING-INTERNET Dedicated microsite- “what kind of Zoozoo are you?” Downloadable ringtones, wallpapers, screensavers and videos Facebook – Aimed at building a community

6. THEMES FOR ADVERTISEMENT MAGIC BOX INTERNATIONAL ROAMING DATING TIPS VOICE SMS FASHION TIPS RECHARGE ANYWHERE RINGTONE FACEBOOK EXAM RESULTS BEAUTY TIPS LIVE GAMES CHOTTA CREDIT

7. B ackground Vodafone entered India in December 2005. Acquired 10 percent stake in Bharti Ventures Limited( Bharti Airtel ). Successfully rebranded ‘Hutch’ as ‘Vodafone’. Vodafone essar started expanding its presence in India. Rebranding included “Change is good…” Baseline.. “Hutch is now Vodafone”.

8. “Change is good…” Baseline – “Hutch is now vodafone ” Earlier C ampaigns

9. Pug was a mascot for vodafone . Taken from Hutch. In IPL 2008 had vodafone going in Pug for his ‘Happy to Help’ services. Days before zoo zoo

10. Need identification Value Added Services of vodafone needed more satisfation . ZooZoo was the perfect way to spread awareness. VAS is considered a cash cow of cellular companies. IPL season 2 had a lot of scope to be taken advantage.

11. Zoozoos : Advertisement characters promoted by Vodafone during the Indian Premier League Season 2(IPL) Campaign to communicate the VAS offered by the company The ads were created by Ogilvy & Mather,an agency under Executive Creative Director,Rajiv Rao,South Asia Introduction

12. Prakash Verma of Nirvana Films Filmed in South Africa in local crew Movement,Talk , Gestures, Emotions Costumes, Design and Artwork 3 weeks pre production and 2 different fabrics Making of Zoozoos

13. Alien(Zoo Zoo) Design 2 designs were considered Fat potato head Slim Version with bigger face Egg head version finalised Characterization:Leads simple lives,emotions like humans Talk Gibberish Simple,Silly,Funny,Adorable Big Frowns,Hearty Laughs,Grins

14. Swot Analysis STRENGTHS : Campaign penerated both in the media as well as in social networking sites. Was representation of a common man depicted as a cartoon character ZOOZOO Wide media coverage,more precisely through video Easy and cheap animation leading to low production cost No celebrity endorser- No associated risks and cost

15. WEAKNESS: Had an undermining effect on the brand vodafone . Difficulty in understanding faced by rural population. OPPORTUNITY: Revolution in the conventional way of advertising that was through public figures and celebrity. Low advertising cost leading to provision of cheaper services. IPL Season 2 expected to have good TRP’s.

16. Threats: A major intimidation to the brand VODAFONE. ADS could get lost in major marketing war during IPL.

17. Major good impacts

18. The telecom battle Bharti Airtel , Idea were biggest competitors that time. Airtel launched 'My Airtel My Offer' with Madhavan and Vidya Balan Idea launched “walk when you talk” with Abhishek Bachan

19. Current market scenario Average revenue per user at a very low point Minimal Call and other services rate Competition in this sector Frequency of Zoozoo ads reduced

20. Zoozoo Merchandise Vodafone to sell Zoo zoo merchandise N EW DELHI: Carrying forward the success of Zoozoos on screen and the internet, telecom company Vodafone Essar is set to launch Zoozoo merchandise in partnership with retail chain “shopper ’ s Stop. Vodafone will launch a range of merchandise comprising of T-shirts, mugs, bed and bath accessories featuring the egg-headed mascots of the company that have gained a lot Of popularity. Shoppers Stop has gained the exclusive rights to manufacture and retail the official zoozoo merchandise in specified categories across all " Shoppers Stop stores in the country', Vodafone said in a statement. ' Zoozoos have amassed devout fan-following and compelled us to bring them even closer ever to fans in the form of merchandise, “Vodafone Essar Chief Marketing Officer Kumar ramanathan said Vodafone customers can enjoy 10% discount on their purchases of merchandise, the statement said, this is first of its kind of arrangement in the history of India's advertising that the brand mascot is being licensed for merchandising, Character merchandise is an emerging trend in India targeted at youth Shopper‘s Stop Customer Care associate and vice president (Marketing and Loyalty) vinay bhatia said.

21. What could have been done better ? Zoozoos becoming more popular than the network itself Messages written in text in the end - difficult to comprehend for viewers from semi urban and rural areas Avoid hammering different products in short span Phased release of each storyline to promote different offers

22. Some Number Crunching Vodafone reports on at end of QI FYI O Vodafone India added 7.68 million subscribers in the quarter ZooZoo advertisements helped Vodafone to increase its customer base by 3.8% in QI Vodafone reported an increase of 23 percent in revenue at constant exchange rates

23. Learning 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'

24. RANI AHLA BOOJA ISHITA KHUSHI

25. BOOJA