A presentation on the famous early ZOO ZOO campaign.

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4. JEGAN
SHANO RAJESH
ARUL
VODAFONE ESSAR'S
ADVERTISING STRATEGY
The 'Zoozoos' Campaign

5. 16 April
Vodafone Group 2013
The communications leaders in
an increasingly connected world
Vodafone Place..
5 It’s Your -

6. 16 April
Vodafone Group 2013
315 million
proportionate customers
across
30 countries
served by
Mar 09)
79,000 employees (31
Vodafone majority owned
6 It’s Your Place..
Vodafone Partner Markets / Subsidiaries

7. Agenda
 Background and Introduction
 Need identification
 Segmentation, Targeting, Positioning
 Pricing, Packaging, Price, Distribution, Advertising
Strategy
 What went wrong, what could have been done
better
 Current situation
 Learning

8. Background
 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”
 Earlier Campaigns : Happy to help, Friend circle,
Cheaper SMS, „Amar Chitra Katha‟ Alerts

9. Days before Zoozoo
 „Pug‟ was the mascot for vodafone
 Taken over from Hutch
 IPL 2008 had Vodafone going in Pug for its „Happy
to Help‟ service

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

11. Introduction
 Zoozoos: Advertisement characters promoted by
Vodafone during the India 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.

12. Making of Zoozoo
 Prakash Verma of Nirvana Films
 Filmed in South Africa with local crew
 Movement, Talk, Gestures, Emotions, Costume
designs and artwork
 3 weeks pre-production and 2 different fabrics

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

14. Costs
 Animations 10-15 times costlier than real people
 ZooZoos had low cost costumes, real people
 Speedy Schedules
 30 advertisements cost only Rs 3 Crores
 20-30 sec long
 ZooZoo name nowhere in commercial
 Massive Viral Marketing

15. SWOT Analysis
STRENGTHS:
 Campaign penetrated 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
costs

16. SWOT Analysis (cont…)
WEAKNESS:
 Had an undermining effect on the brand Vodafone
 Difficulty in understanding faced by rural
population

17. SWOT Analysis (cont…)
OPPORTUNITIES:
 Revolution in the conventional 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
THREATS:
 A major intimidation to the brand VODAFONE
 Ads could get lost in major marketing war during IPL

18. BCG matrix
• SMS and Calling Service • GPRS and Internet Service
• Value Added Service • MMS Service

19. Segmentation
 ZOOZOO - A cartoon character which represented
common man
 Segmented basis on types of services used
 Urban and Rural region customers were seperated
out

20. Targeting
 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

21. Advertising - TVC
 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 ads
with the message
about the VAS. And
ending with “Make the
Most of Now”

22. Advertising - Internet
 Dedicated microsite – “What kind of Zoozoo are
you?”
 Downloadable Ringtones, wallpapers, screensavers
and videos
 Facebook – aimed at building a community

23. Themes for advertisement
 Magic Box  Background Music
 Stock Alerts  Exam Results
 International Roaming  Beauty Tips
 Bhakti Saagar  Phone Backup
 Busy message  IPL commentary
 Dating Tips  Cricket Alerts
 Voice SMS  IPL contests
 Fashion Tips  Chotta Credit
 Recharge Anywhere  Maps Live
 Ringtone  Call Filter
 Facebook  Live Games
 Group SMS  Musical greetings
 Call Divert  Start of the match

24. Persuasion Matrix for Zoozoo
 Persuasion Matrix helps marketers see how each
controllable element of their ad interact with the
consumer‟s response process
 Promotional Planning :
Comprehension/Receiver - Television audience
Attention/Source - Zoozoo
Presentation/Channel – TV Commercials
Yielding/Message - The different ads

25. What kind of Zoozoo are you?

26. Pricing and Promotional Offers
 Offers like providing Cricket Alerts, Beauty Alerts,
Phone Backup, Chota Credit, Maps, Call Filter were
provided
 All these services were at affordable prices, some
around 30 Rs per month

27. Distribution
 These services were started in all circles by
Vodafone at one go
 Zoozoo campaign was in place with all distributors
in super quick time

28. Viral Marketing
 Vodafone was successful in effort of viral marketing
 Strategy captured imagination of millions across the
country
 Every age group was interested in the ad and the
related VAS products

29. Success
 ZooZoos dominating social networking sites
 Created Strong Association
 Wallpapers, emoticons, ringtones, videos, contests,
pictures, stories etc
 Videos had 3million hits in 3 weeks
 Most watched viral video for 2 weeks
 Youtube ad downloads
 Twitter

30. IPL Impact
 85% of most visible brand on screen
 Hit in both the weeks
 Most watched brand in breaks
 Others were Airtel, Lifebuoy, Airtel Broadband
Internet
 Vodafone – 15% of commercial ads
 Havells – 8%, Airtel and Idea – 7% each

31. The telecom battle
 Bharti Airtel, Idea are biggest competitors
 Airtel launched „My Airtel My Offer‟ with
Madhavan and Vidya Balan
 Idea launched „Walk when you talk‟ with Abhishek
Bachan

32. Current market scenario
 ARPU at a very low point
 Minimal Call and other services rate
 Competition in this sector
 Frequency of Zoozoo ads reduced

33. Zoozoo Merchandise

34. 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

35. Some Number Crunching
Vodafone reports on at end of Q1 FY10
 Vodafone India added 7.68 million subscribers in
the quarter
 ZooZoo advertisements helped Vodafone to
increase its customer base by 3.8% in Q1
 Vodafone reported an increase of 23 percent in
revenue at constant exchange rates

36. Learning's
 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’

37. T
ARUL H JEGAN
A
N
K
RAJESH
SHANO
SHANO
U