project
Uploaded by
nishantparwaniproject
Uploaded by
nishantparwaniSVKM’s NMIMS
Mukesh Patel School of Technology Management & Engineering
Program: MBATech (Data Science/Computer Engineering)
Course: Critical Thinking
Faculty: Dr Avinash Tandle
Roll No. N073,N074, and N075 Names of team members: Rida Parihar,
Vraj Parikh, Nishant Parwani
Program : MBA Tech CE Division: E
Batch: E1 Date of presentation
Date of Submission: January 14, 2024
Topic of case study: The Zoozoos (advertisement by Vodafone)
AIM of case study: -
Select an advertisement that utilizes the neuromarketing concept and analyse it based
on the following aspects:
a. Identify the specific brain regions targeted by the advertisement.
b. Explain how the advertisement influenced sales performance.
c. Discuss the impact on the brand’s values and perception.
d. Present your analysis using critical thinking, focusing on evidence, reasoning, and
multiple perspectives.
Page 1
Introduction: The Zoo Zoo advertisement was a successful venture by vodafone, it featured
egg heads and large bodies promoting Vodafone’s services. The ZooZoos gained their
popularity after their repetitive appearance during the Indian Premier League.
The Zoozoo presented a comprehensive yet cheap representation of common interests. Since
Zoozoos spoke in gibberish it became appealing to a large audience without language barriers
and connected everyone across India.
Which were the brain regions targeted by the advertisement?
The ZooZoo advertisements by Vodafone were designed to evoke emotional and cognitive
responses from viewers, leveraging specific brain regions associated with attention, memory,
emotions, and decision-making. Here's how these ads targeted key brain areas:
1. Visual Cortex (Occipital Lobe)
○ The minimalist yet visually unique design of the ZooZoos grabbed attention
by stimulating the visual cortex. Their exaggerated features and vibrant,
simple backgrounds made them visually distinctive and memorable.
2. Amygdala
○ The humorous and endearing nature of the ZooZoos activated the amygdala,
which processes emotions. By eliciting feelings of joy and amusement, the ads
created a positive emotional connection with the brand.
3. Hippocampus
○ The repetitive and consistent themes in the ads enhanced memory formation,
activating the hippocampus. This region helped viewers associate the ZooZoos
with Vodafone's brand identity and services.
4. Prefrontal Cortex
○ The creative, quirky scenarios showcased in the ads engaged the prefrontal
cortex, which handles problem-solving and decision-making. This encouraged
viewers to link Vodafone with innovative and user-friendly services.
5. Nucleus Accumbens (Reward System)
○ The feel-good factor of the ads activated the brain's reward system, making
viewers more likely to associate positive emotions with the brand, influencing
their purchasing decisions.
Page 2
How was the sales Influenced by the ZooZoos advertisement ?
Vodafone India’s ZooZoo advertising campaign was launched during the IPL(Indian Premier
League ) in 2009 and it impacted the brand and company’s sales performance .
Impact on Sales Value :
1. Subscriber growth : After the campaign’s launch Vodafone’s Company had seen a
massive increase in its subscriber base .
In the first quarter of the campaign the company added 7.68 million subscribers and
this promoted an approximate growth of 3.8% in its total customer base leading to the
positive impact of the campaign.
2. Revenue Increase: Vodafone led to a 23% increase in revenue during the same
period.
This campaign emphasised in VAS(Value Added Service) which saw the increase in
adoption and directly led to the revenue growth.
Due to Zoo Zoo ad which was to aim at the VAS offerings , Vodafone recorded ,
30.3% year on year increase in data revenue and 205.26% growth in revenue from
other VAS.
3. Market Share Growth: Vodafone's market share in India increased from 16.4% in
2008 to 22.2% in 2010, largely attributed to the success of the Zoozoos campaign.
4.
5. Market Share Impact :
Pre-Campaign Market Share: Vodafone held 17% of the Indian Telecom market.
Post Campaign : Market share rose to approximately 19% , reflecting a 2% increase,
translating into millions of new users.
Impact on Social media and digital Success:
1. Facebook Engagement: Vodafone created an official ZooZoo fan page, which
became an instant hit.
Within two weeks of its launch, the page garnered 65,000 members. This grew to over
305,000 members in just a few months.
2. YouTube Views:The "Making of ZooZoo" video attracted 10,000 views within four
days of its release. Individual commercials, such as "Busy Message" and "Roaming
with Girlfriend," received 213,000 and 171,000 views, respectively, in a month.
3. Merchandising and Virality: ZooZoo merchandise, such as toys and apparel,
became collector’s items, creating an additional revenue stream and strengthening
brand recall.
Page 3
Statistical Analysis of Advertisement influence to sales:
Metric Before Campaign After Campaign Growth
New Subscribers 4.5 million 7.68 million +70%
added
Revenue Growth 15% 30.3% +10%
Facebook Fan NA 305,000 + fans Viral
Engagement
Youtube Views NA 400,000 + Viral
VAS Revenue 9% of revenue 11.5% of revenue +27.8%
Growth
Domestic Market 17% 19% 2%
Share
Page 4
How did ZooZoo affect Vodafone’s brand value and perception ?
OR When ‘Eggheads’ turned into Zoozoo for vodafone
The Zoozoos have established a brand identity for Vodafone and also played a pivotal role in
vodafone’s growth.
Zoozoos have also catered to a large audience as they speak gibberish and do not have
affinity to a specific language. Since zoozoos were casted on television during IPL it was
seen by a large target audience. The change in values were:
● Brand Recognition: The ZooZoos quickly became synonymous with Vodafone,
enhancing brand recall and recognition. They served as effective brand ambassadors,
helping to mitigate negative perceptions from previous campaigns like "Happy to
Help You". Not only that it connected to Indian audience using cricket as a means
which is the most common sports across all states in India.
Changes in Brand Perception :-
● Emotional Connection: the ZooZoo ads resonated well with audiences due to their
humor and simplicity. The egg head creature were synonymous to Indian audience
due to their recurring reappearance during Indian Premier League.
● Cultural Impact: The ZooZoos became a cultural phenomenon, generating significant
social media engagement and fan following that surpassed even popular celebrities
and fictional characters. This widespread appeal solidified Vodafone's position as an
innovative brand.
Conclusion:
The ZooZoo campaign was a masterstroke in combining creativity and strategy. By
addressing the evolving needs of customers (VAS and mobile internet), Vodafone not only
boosted short-term sales but also laid the foundation for sustained brand growth. Its social
media virality and ability to evoke emotional engagement made ZooZoos a cultural icon in
advertising history.
Bibliography:
https://youtu.be/nS3C_KseNDs
https://brandequity.economictimes.indiatimes.com/news/advertising/when-eggheads-turned-into-z
oozoo-for-vodafone/93670908
https://www.linkedin.com/pulse/zoozoo-effect-how-vodafone-won-hearts-millions-quirky-shashank-
tiwari/
https://www.socialsamosa.com/2019/12/brand-saga-vodafone-marketing-strategy-part-2/
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