advt research - final

8/7/2019 Advt Research - final

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ADVERTISING

RESEARCH



Rebranding Vodafone

Tagline ² ´Change is good...µBaseline - ´Hutch is now

Vodafoneµ´Wherever you go our networkfollows..µ To ´Make the most of now..µ



The market scenario�Robust market growth

�Falling Average revenues per user

�Non-voice revenue streams ² the need of thehour

�Alerts service - a viable non-voice revenuestream



The challenge� Build relevance for Vodafone Alerts across a wide

cross section of users, thereby establishing it as asustainable non-voice revenue stream for the brand



Need identification� Value Added Services of Vodafone neededmore promotion

� ZooZoo was the perfect way to spreadawareness

� VAS is considered a cash cow for cellular companies

� IPL season 2 had lot of scope to be takenadvantage



Competitors in the Market



Zoo Zoo Campaign

� Campaign to communicate the VAS offered bythe company

� Objective ² Improve the awareness of VAS.

� Humor appeal.



� The campaignintroduced Zoo zoos.

� Convey a specific VASoffered by the company,.

� Buzz: both in thetraditional media as wellas in social networking sites

The Launch ² April 2009



The Launch ² Contd«� The company planned to air the ads during IPL-

Season 2.

� A different ad would be shown each day, to attract theviewers' interest.



The Launch ² Contd«

� The agency (O&M India) wastasked to leverage the IPL 2(April 2009) to communicate thewide range of products andservices from Vodafone while

building a consistent brandstory.

� New set of characterscalled ¶ZooZoos· for the latestVodafone

� Characters look animated, theyhave been played by real peopledressed in white attire.

� ´Animation requires so muchdetailing and here we had todo the exact opposite. Wehad to make real characterslook like animated characters.It was quite challenging asnone of them could see asthey were covered from headto feet. The set, including allthe props, is in the form of shadows created by spraypainting.µ ± Prakash Varma, Nirvana

Films (Director)



Media Mix

Media

Mix

Television

Radio

Online

Outdoor



Costs

� Animations 10-15 times costlier than realpeople

�

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 and

costs



SWOT Analysis (cont«)

WEAKNESS:� Had an undermining effect on the brand

Vodafone

� Difficulty in understanding faced by ruralpopulation



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 TRP·s

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



Internet Promotions

� Dedicated microsite ² ´What kind of Zoozoo are you?µ

� Downloadable Ringtones, wallpapers,screensavers and videos.

� Facebook ² aimed at building a community



Fan Page on Facebook



The Response� All the TVCs were available both on YouTube and

Twitter.

� On Google.co.in, the word 'Zoozoo,' became the thirdhighest search word on May 04, 2009.

� Zoozoo itself has become a phenomenon.

� The IPL 2 will forever be remembered as the season of Zoozoos.



The results�25% increase in number of respondents

�This number stabilized at 20% higher than the precampaign level, thereby showing that the growth was not

just a flash-in-pan phenomenon

�Greater excitement among existing users and newentrants

�Innovative and distinctive branding

�Fervently covered in the media and on blogs, with themusic from the films finding a fan following of its own



Some Number Crunching

Vodafone reports on at end of Q1 FY10� Vodafone India added 7.68 million

subscribers in the quarter � ZooZoo advertisements helped Vodafone

to increase its customer base by 3.8% in Q1�

Vodafone reported an increase of 23percent in revenue at constant exchangerates



The telecom battle

� Bharti Airtel, Idea are biggest competitors

�

Airtel launched ¶My Airtel My Offer· withMadhavan and Vidya Balan

�

Idea launched ¶Walk when you talk· withAbhishek Bachan



IPL Impact

� 85% of most visible brand on screen� Hit in both the weeks�

Most watched brand in breaks� Others were Airtel, Lifebuoy, Airtel

Broadband Internet�

Vodafone ² 15% of commercial ads� Havells ² 8%, Airtel and Idea ² 7% each



What could have been done better ?

� Zoozoos becoming more popular than thenetwork itself

� Messages written in text in the end - difficultto comprehend by viewers from semi urbanand rural areas

� Avoid hammering different products in short

span� Phased release of each storyline to promote

different offers



Learning's

� Low cost ads can make good impact� Concept is important�

Expensive Brand Ambassadors can beavoided� Ads more related to common man�

Most Importantly ± ¶Keep it simple·



BIBILOGRAPHY

�Google

�

FT.Com

�Wikipedia

� a

advt research - final

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