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PROJECTADVERTISING STRATEGY OF VODAFONE : PROJECTADVERTISING STRATEGY OF VODAFONE Slide 2: Original Corporate Logo of Vodafone. Vodafone itself was formed in 1982 and was launched on 1 January 1985. Vodafone name being derived from the firm's goal of establishing a voice and data services over cellular telecommunication networks. Hence VO represents voice and DA symbolizes data. Slide 3: New Corporate Logo of Vodafone as of 1997. In 1997 Vodafone introduced its new corporate Speech mark logo. Speech mark depicts start of conversation. This represents a quotation mark within a circle, suggesting conversation. Background : Vodafone entered India in December 2005 Successfully rebranded 'Hutch' as 'Vodafone in 2007. Rebranding included Change is good... Baseline - Hutch is now Vodafone. Background Slide 5: Pink is now red as Hutch is Vodafone in India from September 21, 2007, officially announced in Mumbai. Hutch Vodafone Is now Days before Zoozoo : Pug taken over from Hutch, was the lucky charm for Vodafone. IPL 2008 had Vodafone going in Pug for its Happy to Help service. Earlier Campaigns : Happy to help, Friend circle, Cheaper SMS. Days before Zoozoo 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. Zoozoos Making of Zoozoo : Prakash Verma of Nirvana Films. Filmed in South Africa with local crew. Movement, Talk, Gestures, Emotions, Costume designs and artwork. Making of Zoozoo ZooZoo Design : 2 designs were considered Fat potato head Slim Version with bigger face Egg head version finalized Characterization: Leads simple lives, emotes like humans. Talk rubbish. Simple, Silly, Funny, Adorable. Hearty Laughs. ZooZoo Design SOME PICS OF MAKING OF ZOOZOOS : SOME PICS OF MAKING OF ZOOZOOS Costs : Animations 10-15 times costlier than real people. Zoozoos had low cost costumes. Speedy Schedules. 30 advertisements cost only Rs 3 Crores. 20-30 sec long. Costs STRENGTHS: : Campaign penetrated both in the media as well as in social networking sites. Representation of a common man depicted as a cartoon character ZOOZOO. Wide media coverage, more precisely through video. Easy and cheap moving picture leading to low production cost. No celebrity endorser - No associated risks and costs. STRENGTHS: WEAKNESS: : Difficulty in understanding faced by rural population. WEAKNESS: 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. Targeting Advertising - TVC : About 30 different TVCs for VAS including - Cricket alerts, beauty alerts, phone backup, Chota Credit, etc. 20-30 seconds ads with the message about the VAS. Advertising - TVC Themes for advertisement : Magic Box Stock Alerts International Roaming Bhakti Saagar Dating Tips Voice SMS Fashion Tips Recharge Anywhere Ringtone Group SMS Call Divert Background Music Exam Results Beauty Tips Phone Backup IPL commentary Cricket Alerts IPL contests Chotta Credit Maps Live Live Games Musical greetings Themes for advertisement

Success : Zoozoos dominating social networking sites Created Strong Association Wallpapers, ringtones, videos, contests, pictures, stories etc of Zoozoos. Videos had 3million hits in 3 weeks. Most watched video. Most watched brand in breaks. Success The telecom battle : 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. The telecom battle 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 Learning's