The 'Zoo zoo' Campaign

Company profile

Industry Predecessor Headquarters Products Employees

Mobile telecommunications Hutchison Essar Founded1994 Mumbai, Maharashtra, India Mobile networks, Telecom services, Etc. 10,000 March 31, 2009

Pink is now red as Hutch is Vodafone in India from September 21, 2007, officially announced in Mumbai.

Types of Advertisement

Media
Vodafone use electronic media for Zoo Zoo campaign. TVC Facebook aimed at building a community.

Function
Value Added Services of Vodafone needed more promotion ZooZoo was the perfect way to spread awareness VAS is considered a cash cow for cellular companies IPL season 2 had lot of scope to be taken advantage

Strategy
The campaign, focusing on the different value added services (VAS) offered by the company, introduced new characters called the Zoozoos. ZOOZOO - A cartoon character which represented common man. The zoo zoo concept has immediately connected with the audiences and any creative that can create an emotional connect with an audience has hit the right spot.

Target audience
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.

Language
campaign is neither in English nor Hindi. It is utter gibberish. Vodafone Zoo Zoos spoke in rolling gargles and melodious grunts! It proved that design and art can speak louder than words! It shows us that you can still move people with a western language like English as long as you touched popular sentiment.

Timing and Duration

The Vodafone Zoo Zoo ads are normally 25-30 sec. Most viewed during cricket matches and IPL

Agency for ZOO ZOO Campaign

The ads were created by Ogilvy & Mather, Directed Rajiv Rao an agency that by handles Vodafone advertisements and the films were shot by Bangalore based Nirvana Films in Cape Town, South Africa.

Advertising
The advertising budget of Vodafone is Rs. 320 Crore. 30 advertisements cost only Rs 3 Crores Source: www.financialexpress.com www.livemint.com

Market share
Ownership Subscribers Vodafone Group 67% Essar Group 33% 127,364,342, i.e.22.88%of the total 556,683,683 Indian mobile phone subscribers

Market share

24.67%

Success
Zoo Zoos dominating social networking sites. Twitter, Facebook, Orkut Created Strong Association Wallpapers, emoticons, ringtones, videos, contests, pictures, stories etc. Videos had 3million hits in 3 weeks. Most watched viral video for 2 weeks. YouTube ad downloads.

Effect of Zoo Zoo Campaign

Vodafone reports on at end of Q1 FY10 Vodafone India added 7.68 million subscribers in the quarter Zoo Zoo advertisements helped Vodafone to increase its customer base by 3.8% in Q1 Vodafone reported an increase of 23 % in revenue at constant exchange rates

Weakness or Limitations
Had an effect on Vodafone. undermining the brand

Difficulty in understanding faced by rural population.

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