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Critique - : Tagline TV Billboards Bus Shelters

1) The Vodafone Zoozoos ad campaign featured cartoon characters called Zoozoos to promote Vodafone's services during the IPL cricket tournament. 2) The ads became extremely popular on social media sites with hundreds of thousands of fans and views on YouTube. 3) Vodafone received an award from PETA for replacing ads using real pugs with more humane animated Zoozoos. The campaign was a huge success in raising awareness of Vodafone's services among Indian youth.

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Critique - : Tagline TV Billboards Bus Shelters

1) The Vodafone Zoozoos ad campaign featured cartoon characters called Zoozoos to promote Vodafone's services during the IPL cricket tournament. 2) The ads became extremely popular on social media sites with hundreds of thousands of fans and views on YouTube. 3) Vodafone received an award from PETA for replacing ads using real pugs with more humane animated Zoozoos. The campaign was a huge success in raising awareness of Vodafone's services among Indian youth.

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virgopisces
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© Attribution Non-Commercial (BY-NC)
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Download as DOC, PDF, TXT or read online on Scribd
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Slide 3 notes-----

1) The dog follows the boy in unlikely locations, prompting the tagline,
"Wherever you go, our network follows." The duo first appeared on TV,
billboards, newspapers and bus shelters in 2003 and became instant
celebrities all over India.

2) The campaign was created by Ogilvy & Mather, Mumbai.

3) In the year 2003 in India, several telecommunications companies were


competing for a share of the rapidly growing mobile phone market.

4) Critique--
5) The campaign was well received all over India. "To me the magic of this campaign is its
simplicity", says Piyush Pandey, National Creative Director of O&M.
6) [4] "It impacts your emotional retina in such a way that you enjoy it while it is happening",
adds advertising legend Alyque Padamsee.[1]
7) "There was something about Cheeka that was very enduring and also there was an
instant rapport with the kid", says Jaypal.[4]
8) Padamsee adds, "You rarely see pugs in ads because they are ugly. This goes against the
grain and that's why it clicks."[1]
9) The campaign was ranked the Top Print Ad of 2003 and among the Top 10 TV
Campaigns of 2003 in India by Business Today.[4].

Impact on popular culture--


The ad campaign was followed by a rise in the popularity of pugs in India, and the sale of pugs
more than doubled within months, with prices shooting up from about Rs. 10,000 to Rs. 20,000-
60,000.[1] A few other ads also appeared in the following months, inspired by the idea of a dog
following a boy. In addition, Cheeka remains the wallpaper most often downloaded by Hutch
customers onto their phone screens as of 2005.[5]

Slide 4 notes----

1) Inextricably linked with Hutch, the endearing pug has received special
attention in Vodafone’s re-branding strategies. While Hutch’s migration to
Vodafone has retained the pug and its meanderings, which have become
synonymous with the phone’s networking capabilities,
2) The ads were a hit among the Indian people, especially the youth.

Slide 5 notes----

1) It started during ipl 2 to show value added services of Vodafone.


2) This trend can be observed from the huge fan following on social networking sites,
Facebook, Orkut and Twitter.[6] There are more than 200 pages on ZooZoos having more
than 2 hundred thousand fans, growing daily.[7][8] The ads were viewed by hundreds of
thousands of people in Youtube.[9]
3) Vodafone received the first People for the Ethical Treatment of Animals (PETA) 2009
Glitterbox Award, for replacing their ads which earlier used Pug with more humane
alternatives in their ZooZoo ads.[10][11]

slide 6 AND 7----

1) . It’s not an easy task to unleash so many commercials at a go, with the risk of consumers
not grasping them as fast as the brand churns them out. With this ad, Vodafone has got an
edge over its competitors who include Orange, T-Mobile International, Telefónica O2
Europe, At&T Wireless, T-Mobile etc.
2) Slide 7 analysis------An oligopoly is a market structure that has unique features because it
is characterized by a few sellers and mutual interdependence. In this market structure,
the strategy (and hence the price, quantity and revenue) of each player will be affected by
strategies of other players and in turn affects the price, quantity and revenue of other
players also. It is a market where the each seller tries to outdo the other through what is
known as “price wars”.
3) JUST READ THRU------------------

Vodafone has a number of different competitors in each market, and there are very few
companies that could be considered as “rivals" for Vodafone beyond one or two
particular markets. Vodafone's large scale in Europe gives it an advantage over
competitors, allowing it to source handsets and equipment at lower prices. The firm can
also develop a product in one country and roll it out to many others at minimal additional
expense. Vodafone generally has done a great job of using these advantages to enter new
markets, especially emerging markets such as India. Though emerging markets currently
account for only one fourth of sales, they are expected to become the main driver of
future growth. Ultimately, Vodafone aims at stimulating revenues with innovative
developments in their 3G technology offerings and improve operational efficiency
through cost reduction efforts. The wireless market is changing fast, presenting a number
of important challenges to Vodafone. Historically, Vodafone has seen its growth chiefly
coming from developed markets, particularly in Europe. With average penetration now
around 100%, these markets are mature and have limited future growth potential. In
addition, competitive pressures in these developed markets are increasing following
recent new market entrants and greater competition from incumbents. These competitive
pressures are decreasing Vodafone’s pricing flexibility and spurring “price wars”, which
are expected to continue into the future. Lastly, the regulatory environment remains
challenging with continued regulator-imposed interconnect rate reductions on incoming
calls across many markets. So at this point, Zoozoos are just what is required to help
Vodafone improve its appeal and brand image across markets. In fact, it can be said that
the latest commercials by Vodafone featuring Zoozoos have hit the Indian market like a
storm. They have caught attention, became popular and will now probably go into history
as one of the most brilliant advertising idea for the industry.

Harit Nagpal, chief marketing officer for Vodafone India, said that Vodafone has been acquiring
customers at a very fast pace, but a large number of them had been unaware of the range of
services it offered. Since media spends and visibility for brands peaked during the IPL, Vodafone
wanted to take advantage of it. The brand was in need of an idea that would work doubly hard, as
it was planning to spend some four months’ worth of marketing monies in one month. Vodafone
had briefed its agency, Ogilvy India, to create uncommon characters – a common thread to link
the ads in the campaign together. And thus, the Zoozoo was born.

4)

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