Vodafone Essar’s Advertising

Strategy –
The ‘Zoozoos’ campaign
Presented by – Group 8

Mandanna T. M
Kirti M Siddapur
Sudipta Sar
Rohan Nair
Sana Nabi
 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