Vodafone Essar's

Advertising Strategy - The

'Zoozoos' Campaign

By Syndicate 11
 VODAFONE
 Vodafone is the world’s largest mobile telecommunications community, employing
over 65,000 staff and with over 130 million customers. The business operates in 26
countries worldwide. Vodafone is a public limited company with listings on the London and
New York stock exchanges. Global recognition of the Vodafone brand is growing as the
company rolls out its identity into new markets. However, it retains local names and imagery
in markets where this is essential to maintaining the trust of customers. To help
promote its image worldwide, Vodafone uses leading sports stars from high profile
global sports, including David Beckham and Michael Schumacher.

 Vodafone provides its products and services targeting following sections:

 
• Private individuals
• Small businesses
• Large organisations.
• In industries the company provides CUG scheme which becomes beneficial to the corporate
employees.
 Vodafone Brand Values
Believes in building brand value by delivering a superior, consistent and differentiated
customer experience.
During the 2010 financial year Vodafone evolved its brand positioning to “power to you”
“Power To You” :
 Empowering customers to be able to live their lives to the full.
 An expression of the importance of the customer being central to everything .
 It is reinforced in communications substantiating how products and services impact and
empower the customers.
 Regularly conducting brand health tracking .
 Designed to measure the performance of the brand in each country and generate insights to
manage the brand as effectively as possible.
 RANKINGS:
 External benchmark studies have shown that Vodafone brand equity has maintained a top
ten position in a number of rankings of brands across all industries including the seventh
most valuable brand in the world as measured by Brand Finance.
 AIRTEL IDEA
Airtel represents itself as born free, a force
unleashed into the market with a relentless Innovate, Stimulate,
Innovate, Stimulate, and
and liberate.
liberate.
and unwavering determination to succeed. Believes in
Believes in delighting
delighting thethe customers
customers while
while
meeting individual
meeting individual communication
communication needs needs
Represents itself as a brand charged with
anytime ,, anywhere.
anytime anywhere.
energy, creativity and a team driven “to seize
the day” with an ambition to become the most Has aa vision
Has vision of
of delighting
delighting its
its customers
customers while
while
globally admired telecom service. meeting their
meeting their individual
individual communication
communication needs
needs
anytime, anywhere.
anytime, anywhere.
Airtel brand has played the role as a major
Partnership with
Partnership with more
more thanthan 200
200 operators
operators
catalyst in India's reforms, contributing to its
worldwide.
worldwide.
economic resurgence.
Aims at
Aims at engaging
engaging with
with customers
customers atat variety
variety of
of
Vision & promise  By 2010 it aims to be
levels through
levels through campaigns
campaigns likelike sponsorship
sponsorship of
of
most admired brand in India which is : the Idea
Idea International
International Indian
Indian Film
Film Academy
Academy
the
Loved by more customers awards ,, “Idea
awards “Idea Rocks
Rocks India”,
India”, “Idea
“Idea Star
Star Singer”
Singer”
Targeted by top talent and “Idea
and “Idea Andhra
Andhra Idol”.
Idol”.
Benchmarked by more businesses Incorporating aa Brand
Incorporating Brand Track
Track Index
Index Study
Study to
to
evaluate the
evaluate the health
health of
of the
the brand.
brand.
Airtel believes in fresh thinking and adopts
innovative ways to meet the needs of C ommunication medium
Communication medium for for the
the Idea
Idea brand
brand is
is
customers. television, Billboards
television, Billboards and
and hoardings
hoardings ,, mass
mass
communication media
communication media such
such as
as the
the press
press and
and
Deliver what it has promised its customers
radio.
radio.
Go out of the way to delight customers Recent Brand
Recent Brand Campaign
Campaign :: Break
Break the
the language
language
Recent Brand Campaign : Airtel Nat Geo barrier with
barrier with an
an Idea!
Idea!
Young Explorer
 Vodafone - History
• A subsidiary of Vodafone PLC., Vodafone Essar was
previously known as Hutchinson Essar which was jointly
owned by Hutchinson Telecommunications Limited and
Essar Group
Our global brand building journey started only 7
years ago, and has had a number of distinct phases

OpCo ‘How are OpCo ‘How are You?’

You?’ and Vodafone live!
Executions executions

Pre 2001 2001 2002 2003 2004 2005 2006 2007

Brand “How Are You?” Vodafone live! ‘Make the Most MTMON
Migration Launch launch of Now’ Launch Tone of
“Hello” Voice

6 WFA/ISA - Global Advertiser Conference Confidential

Mumbai, March 5, 2008 The Vodafone Brand
 In the last 18 months we
have further refined the
brand and customer
experience……

7 WFA/ISA - Global Advertiser Conference Confidential

Mumbai, March 5, 2008 The Vodafone Brand
Brand Identity – A unique, contemporary and iconic identity which gives
Vodafone the stature of a world-class brand

8 WFA/ISA - Global Advertiser Conference Confidential

Mumbai, March 5, 2008 The Vodafone Brand
Communications – all locally executed to our Brand Idea, a new Tone of
Voice and refreshed Brand Guidelines

9 WFA/ISA - Global Advertiser Conference Confidential

Mumbai, March 5, 2008 The Vodafone Brand
Retail – a new design bringing the brand idea to the customer experience

10 WFA/ISA - Global Advertiser Conference Confidential

Mumbai, March 5, 2008 The Vodafone Brand
Sponsorship – driving brand awareness with activation of two new properties

11 WFA/ISA - Global Advertiser Conference Confidential

Mumbai, March 5, 2008 The Vodafone Brand
Engaging the employee – driving the brand idea internally

12 WFA/ISA - Global Advertiser Conference Confidential

Mumbai, March 5, 2008 The Vodafone Brand
 CHEEKA
• Tagline – “Change is
good...” Baseline - “Hutch
is now Vodafone”
• “Wherever you go our
network follows..” To
“Make the most of now..”
• The campaign stars a
cute female pug named
Cheeka and a boy.
Cheeka follows the boy
everywhere.

Confidential
The Vodafone Brand
 Zoo Zoo Campaign

OBJECTIVE- Relate VAS stories through aliens,

akin to human world
  Vodafone recently won the CNBC Awaaz Consumer
Award for ‘Storyboard Campaign of the Year’ for the
Zoozoo campaign.
 Vodafone received 1st in the People for the Ethical
Treatment of Animals (PETA) 2009 Glitterbox Award
 The Launch – April 2009
The Zoozoo ads started airing during the
Indian Premier League (IPL) 2009, a
cricket tournament which was started only
in the year 2008.

The IPL is already such a rage

that Vodafone decided to start airing these
Zoozoo ads in between match breaks to
maximize its impact.

The Zoozoo concept was created by the

team at Ogilvy & Mather (India)
 What Do Zoozoos look like ?
The first thing that comes to
your mind when you see
them scampering around, is
that they are drop dead
CUTE!

They are scrawny, white

creatures with egg like
heads.

They do resemble aliens in a

way, don't they ?
 Zoozoo Characteristics

They live a simple life.

Zoozoos have a language of their own.
They seem to possess human-like emotions.
They have very big frowns, smiles and grins.
 Why The Name Zoozoo ?
• Rajiv Rao, executive creative
director, South Asia, Ogilvy India,
says there is no apparent reason for
naming these Vodafone stars as
Zoozoos.

According to him - "The name just

had to be something fun,
memorable and catchy, and
nothing too clever or difficult to
pronounce"
 MAKING OF ZooZoo’s
• Mr. Harit Nagpal, Marketing and business director,
Vodafone Essar said that it took six months to develop the
concept
• Rajiv Rao, National Creative Director of Ogilvy & Mather
shot these ads in Cape Town, South Africa
• The whole idea was coined by Rajeev Rao and so are the
story lines. The name was also chosen by Rajiv Rao
• Prakash Varma, owner and director, Nirvana Films, took
three weeks of pre-production days to conceptualize the
whole ad film
• shoot cost Rs. 30 million
• O&M was tasked to leverage
the IPL 2 to communicate the “Animation requires so much
wide range of products and detailing and here we had to do the
services from Vodafone while exact opposite. We had to make real
building a consistent brand characters look like animated
story. characters. It was quite challenging
• New set of characters called as none of them could see as they
‘ZooZoos’ for the latest were covered from head to feet. 
Vodafone The set, including all the props, is
in the form of shadows created by
• Characters look animated, they
spray painting.”
have been played by real people - Prakash Varma, Nirvana Films
dressed in white attire. (Director)
• Ads were shot by Prakash Varma and produced by Nirvana
Films within a record time of 10 days
• The Zoozoo's are small-bodied, thin women  actually
ballet dancers.
• These actors were made to wear white body suits (which
were made out of a hard material called Perspex)
• The expressions on ZooZoos faces (smile, cry, pain) were
simple and limited in number. They were made in rubber
and pasted on their heads
• The ad films was shot at 20 frames per second. This made
the Zoozoo’s movements hurried and comical
• To make the characters look small, a large sized set was
built
 Campaign Cost
• Animations 10-15 times costlier than real shoots
• Zoo-Zoos low cost costumes, real people, shooting
• Speedy schedules
• 30 different ads, cost only 30 millions(3cr)
• Each spot just 20-30 seconds long
• Production cost could not exceed media spend, had to be
minimal for unveiling such a large number of
commercials’ - Harit Magpal, CMO Vodafone
• Massive viral marketing miracle
 Ad Themes
• Magic Box • Exam Results
• Stock alerts • Beauty Tips
• International Roaming • Phone Backup
• Bhakti Sagar • IPL Contest 1&2
• Busy Message • Cricket Alerts
• Dating Tips • Chhota Credit
• Voice SMS • Maps Live
• Fashion Tips • Call Filter
• Recharge anywhere • Live! Games
• Ringtone • Musical Greetings
• Facebook • Star of the Match Contest
• Group SMS
• Call Divert
• Backgroung Music
 IPL impact
• 85% of the most visible brands on screen
Week 1
• Vodafone most watched brand during ad breaks
• Vodafone- 15% of overall commercial ads
Week 2
• Vodafone most watched brand during ad breaks
 Internet Promotions
• Dedicated microsite – “What kind of Zoozoo are you?”

• Downloadable Ringtones, wallpapers, screensavers and

videos.

• Facebook – aimed at building a community

Fan Page on Facebook
Fan Page on Twitter
 The Response
• All the TVCs were available both on YouTube and Twitter.

• On Google.co.in, the word 'Zoozoo,' became the third

highest search word on May 04, 2009.

• Zoozoo itself has become a phenomenon.

• The IPL 2 will forever be remembered as the season of

Zoozoos.
• ZooZoo merchandises in the market including ZooZoo
bags, keychains, T-shirts etc
•  Vodafone had also launched official Zoozoo merchandise
recently, in a tie-up with Shoppers Stop, one of the leading
large format retail store chain in India.
• RN Podar School, Santa Cruz, Mumbai is planning to
develop an animated character, inspied by the Vodafone's
ZooZoos that would attract students and will be used to
teach Environmental Studies (EVS) to class I students.
Students of VNIT, Nagpur are making a study on the
psychological effect of ZooZoos on youngsters in India.
 Web Success
• ZooZoo dominate home & office conversation & social
networking sites
• Wallpaper, emotions, ring-tones, videos, contests, videos,
pictures, stories, interviews
• Significant net traffic, video- 3 million hit in 3 weeks
• Web’s most watched viral video for 2 weeks- visible
measure
• 1,095,631 fans on facebook
 ZooZoo’s Future
• Certain madness makes them likeable &
memorable
• Shape, size, sex, age activity- no bar

ZOOPERB
Zoozoo’s Now In Amul Ads!
Zoozoos are now so
famous that even Amul
Butter has decided to show
them in their ads! Amul
Butter usually uses
cartoonized versions of
famous personalities in
their ads. What does one
learn from this ?

That Zoozoos have become celebrities!

Thank You!!