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    Zoozoo

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    shranil-k-shah-7086
    Vodafone created the Zoozoo characters to promote their value-added services during the second season of the Indian Premier League. Ogilvy & Mather designed the Zoozoos as small-bodied women covered in layers of white fabric with rubber facial expressions. They filmed the Zoozoos at lower frame rates against simple backgrounds to make the characters look small. The campaign targeted both urban and rural customers and focused on affordably promoting services like cricket alerts and call filtering through 30 short advertisements aired daily during the IPL season. The low-cost Zoozoos campaign was highly successful in generating viral buzz online and increasing awareness of Vodafone's value-added services.

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    Zoozoo

    Uploaded by

    shranil-k-shah-7086
    826 views27 pages
    Vodafone created the Zoozoo characters to promote their value-added services during the second season of the Indian Premier League. Ogilvy & Mather designed the Zoozoos as small-bodied women covered in layers of white fabric with rubber facial expressions. They filmed the Zoozoos at lower frame rates against simple backgrounds to make the characters look small. The campaign targeted both urban and rural customers and focused on affordably promoting services like cricket alerts and call filtering through 30 short advertisements aired daily during the IPL season. The low-cost Zoozoos campaign was highly successful in generating viral buzz online and increasing awareness of Vodafone's value-added services.

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    Vodafone created the Zoozoo characters to promote their value-added services during the second season of the Indian Premier League. Ogilvy & Mather designed the Zoozoos as small-bodied women covered in layers of white fabric with rubber facial expressions. They filmed the Zoozoos at lower frame rates against simple backgrounds to make the characters look small. The campaign targeted both urban and rural customers and focused on affordably promoting services like cricket alerts and call filtering through 30 short advertisements aired daily during the IPL season. The low-cost Zoozoos campaign was highly successful in generating viral buzz online and increasing awareness of Vodafone's value-added services.

    Copyright:

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    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    826 views27 pages

    Zoozoo

    Uploaded by

    shranil-k-shah-7086
    Vodafone created the Zoozoo characters to promote their value-added services during the second season of the Indian Premier League. Ogilvy & Mather designed the Zoozoos as small-bodied women covered in layers of white fabric with rubber facial expressions. They filmed the Zoozoos at lower frame rates against simple backgrounds to make the characters look small. The campaign targeted both urban and rural customers and focused on affordably promoting services like cricket alerts and call filtering through 30 short advertisements aired daily during the IPL season. The low-cost Zoozoos campaign was highly successful in generating viral buzz online and increasing awareness of Vodafone's value-added services.

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    of 27

    VODAFONE PRESESENTS

    ZOOZOO

    Introduction
    Zoozoo characters promoted by Vodafone during the India Premier League Season2 (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.

    Making
    Ogilvy & Mather, the agency that handles Vodafone advertisements, was asked by Vodafone to create a series of 30 advertisements which could be aired each day during the IPL Season 2. The Zoozoos are small-bodied, thin women covered in layers of white fabric. Each facial expression is made of rubber and pasted on the actors to cut down on the time and cost for shoot. The effect was achieved by a variety of methods including choosing the right material for the body suits to ensure that there were no wrinkles when the characters moved, shooting the footage at lower framerates and keeping backgrounds simple in terms of details and the use of a neutral tone of grey. The sets were made larger than life to make the characters look small as the producers could not take children as the schedule of shooting was odd. The Zoozoos were split in two parts - the body and the head. The body was made using a special material stuffed with foam in some places (notably around the stomach) while the head was created using a harder material called Perspex.

    Agenda
    Background and Introduction Need identification Segmentation, Targeting, Positioning Pricing, Packaging, Price, Distribution, AdvertisingStrategy What went wrong, what could have been donebetter Current situation Learning

    Background
    Vodafone entered India in December 2005 Acquired 10 percent stake in Bharti Ventures Limited(Bharti Airtel) Successfully rebranded 'Hutch' as 'Vodafone Vodafone Essar started expanding its presence inIndia Rebranding included Change is good...Baseline Hutch is now Vodafone Earlier Campaigns : Happy to help, Friend circle,Cheaper SMS, Amar Chitra Katha Alerts

    Days Before ZooZoo


    Pug was the mascot for vodafone Taken over from Hutch IPL 2008 had Vodafone going in Pug for its Happy to Help service

    Need identification
    Value Added Services (VAS) 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

    Alien (ZooZoo) Design


    2 designs were considered Fat potato head Slim Version with bigger face Egg head version finalised Characterization: Leads simple lives, emotes likehumans Talk Gibberish Simple, Silly, Funny, Adorable Big Frowns, Hearty Laughs, Grins

    Costs
    Animations 10-15 times costlier than real people ZooZoos had low cost costumes, real people Speedy Schedules 30 advertisements cost only Rs 3 Crores 20-30 sec long ZooZoo name nowhere in commercial Massive Viral Marketing

    SWOT Analysis
    STRENGTHS
    Campaign penetrated both in the media as well as in social networking sites Was representation of a common man depicted as a cartoon character ZOOZOO Wide media coverage, more precisely through video Easy and cheap animation leading to low production cost No celebrity endorser - No associated risks andcosts

    SWOT Analysis (cont)


    WEAKNESS Had an undermining effect on the brand Vodafone Difficulty in understanding faced by rural population

    SWOT Analysis (cont)


    OPPORTUNITIES
    Revolution in the conventional way of advertising that was through public figures and celebrities Low advertising cost leading to provision of cheaper services IPL Season 2 expected to have good TRPs

    THREATS
    A major intimidation to the brand VODAFONE Ads could get lost in major marketing war during IPL

    Segmentation
    ZOOZOO - A cartoon character which represented common man Segmented basis on types of services used Urban and Rural region customers were seperated out

    Targeting
    Targeted customers who would use VAS services Different kinds of VAS services were offered fordifferent kinds of customers Urban customers were more in focus

    Advertising - TVC
    About 30 different TVCs for VAS including -Cricket alerts, beauty alerts, phone backup,Chota Credit, Vodafone Maps, Vodafone call filter, Live games, Musical greetings etc. 20-30 seconds ads with the message about the VAS. And ending with Make the Most of Now

    Advertising - Internet
    Dedicated micro site What kind of Zoozoo are you Downloadable Ringtones, wallpapers, screensavers and videos Facebook aimed at building a community

    Themes for advertisement


    Magic Box Stock Alerts International Roaming Bhakti Saagar Busy message Dating Tips Voice SMS Fashion Tips Recharge Anywhere Ringtone Facebook Group SMS Call Divert Background Music Exam Results Beauty Tips Phone Backup IPL commentary Cricket Alerts IPL contests Chotta Credit Maps Live Call Filter Live Games Musical greetings Start of the match

    Pricing and Promotional Offers


    Offers like providing Cricket Alerts, Beauty Alerts, Phone Backup, Chota Credit, Maps, Call Filter were provided All these services were at affordable prices, some around 30 Rs per month

    Distribution
    These services were started in all circles by Vodafone at one go Zoozoo campaign was in place with all distributors in super quick time

    Viral Marketing
    Vodafone was successful in effort of viral marketing Strategy captured imagination of millions across the country Every age group was interested in the ad and the related VAS products

    Learning's
    Low cost ads can make good impact Concept is important Expensive Brand Ambassadors could be avoided Ads more relate to common man

    Thank You

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