Vodafone Zoozoos

Prior TVC Zoozoo Campaign History

Sept 2007: Change is good & Make the most of now Oct 2007: Regional festivals and schemes. Dec 2007: Alerts services like Astrology alerts. Apr 2008: IPL season 1 Happy to help Dec2008: Value added services like friend circle

Dec 2005: Entered India

Nov 2006: Acquired HTIL March 2007: Controlling stake in HEL(52%)

Apr 2009: IPL season 2: Launch of zoozoos *30 different TVCs for 30 VAS (Value added services) *Cricket alerts, musical greetings * Entire shooting costed 30 million rupees * Advertisement on fashion was got 13,000 hits on YouTube.

September 2007: Rechristened as Vodafone

Zoozoo USP
Refreshing Creative concept Emotional connect Fun & memorable One campaign per feature/benefit Short and crisp Tight focus all roads lead to one destination

Zoozoo won Accolades

Won 3 accolades at the Asia Marketing Effectiveness (AME) awards ceremony.
Gold- Most effective use of interactive marketing Silver- Best Integrated Marketing Campaign Top prize at Creative Abby awards. Worlds most viewed video advertisement campaign.

6 Ms of IMC Strategy
Market
Well Identified Focused at educated urban population.

Mission
Customer awareness for VAS.

Message
Make the most of now.

Media
Viral marketing TVC, print media and social networking.

Money
30 Million rupees spent on cost of production.

Measurement
Fan pages on Face book.(38 Lakh) No of hits on YouTube.(20 Lakh) Dedicated Micro site.

SWOT Analysis
Strengths
Penetration in targeted market.

Weakness
Rural Population neglected. No celebrity endorsement

Novel Concept
No Celebrity endorsement Simple and minimalist Campaign

Opportunities
Cost Benefit Perfect timing i.e. IPL

Threats
High risk due to lack of celebrity endorser. Mascot became larger than brand itself.

Unconventional way of Advertising

The Zoozoo Impact

Vodafone India added 7.68 million more subscribers Its customer base increased by 3.8% It reported an increase of 23% in revenue at constant exchange rates