CASE STUDY (Zoozoo)

Vicky, GM Marketing in an car company, saw Vodafone Zoozoos for the first time in
April 2009 and as a Vodafone customer himself liked it. After a few days he found that
his 10 year old daughter too is a fan and when tele bill comes, she snatches envelope and
collects Zoozoos cutouts for her scrap book, says a visibly proud father.

On the other hand, he is foxed as to what Vodafone has to do with my daughter; she is
not even a potential customer for next six years.

Background
Company decided that it needed a pug like brand push to rise above clutter. Idea of
Zoozoos with 30 diff stories came up in a ‘joint client – agency’ briefing session. This
resulted into a cult with Zoozoo goodies, and fan clubs ruling the cyber space.
But hype didn’t result into actual subscriber additions. In fact during peak of ad
campaign, Voda slipped to adding 2.53 m subscribers as against 2.81 m of Airtel.
But O& M (creators) are celebrating at the response to ad. When questioned about
effectiveness, the ad Director said, ‘The idea was more to build brand and create a buzz’
and the communication has delivered. He also brought out that Zoozoos are being
downloaded on You Tube, and acquiring fan clubs on Twitter.( For the record, Voda has
pumped in three months of ad budget during 40 days of IPL).

Q. Critically examine the effectiveness of Zoozoos in the backdrop of following Qs:

1. Have the long term/short term objectives been met or will be met (make suitable
assumptions)
2. Is there a clash of interest between Voda and the ad agency (spl creative people)
3. Has the real message of ‘Individual VAS offerings’ been sidetracked by the value of
the egg-headed creatures.
4. As an MBA from premier institute, advise Director Vodafone, as to how they could
have made the campaign more cost effective.