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Vodafone Zoozoos Ad Campaign Analysis

Vodafone Essar launched the "Zoozoos" advertising campaign in 2009 to promote its value-added services. The campaign featured cartoon characters called Zoozoos in humorous 30-second television commercials. It aimed to improve awareness of Vodafone's VAS offerings like cricket alerts and call filtering. The Zoozoos campaign was a major success online, driving traffic to the dedicated microsite and Facebook page. However, some questioned if the Zoozoos were overshadowing the Vodafone brand and whether rural audiences could understand the text-heavy ads. Vodafone considered strategies like a phased launch and more humanized audio to address these issues.

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Jatin Puri
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197 views13 pages

Vodafone Zoozoos Ad Campaign Analysis

Vodafone Essar launched the "Zoozoos" advertising campaign in 2009 to promote its value-added services. The campaign featured cartoon characters called Zoozoos in humorous 30-second television commercials. It aimed to improve awareness of Vodafone's VAS offerings like cricket alerts and call filtering. The Zoozoos campaign was a major success online, driving traffic to the dedicated microsite and Facebook page. However, some questioned if the Zoozoos were overshadowing the Vodafone brand and whether rural audiences could understand the text-heavy ads. Vodafone considered strategies like a phased launch and more humanized audio to address these issues.

Uploaded by

Jatin Puri
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Vodafone Essar’s Advertising Strategy –

The ‘Zoozoos’ campaign

Presented by – Group 8

Mandanna T. M
Kirti M Siddapur
Sudipta Sar
Rohan Nair
Sana Nabi
Anil Jhinja
Rebranding campaign
• Tagline – “Change is good...” Baseline - “Hutch
is now Vodafone”
• “Wherever you go our network follows..” To
“Make the most of now..”
Vodafone Essar’s advertising campaign
Promotional mix-
• Advertisements – TVC, Print, Radio, hoardings
– Value added services ads – Visual ads supported by Print
ads
• Events – Jogajoger Utsab during Durga Pooja in
Kolkata
– Navratri special caller tunes contest in Gujarat – Jhumo
aney Jeeto
• Sales Promotions – Special prepaid bundle for Diwali
Other ad campaigns
• Happy to Help
– TVCs using the pug again
– Internet and Interactive - Happy to Help link in the
company website
• Friends Circle
• Cheaper SMS
• “Amar Chitra Katha” alerts - VAS
Zoozoos campaign
• Campaign to communicate the VAS offered by the company
• Objective – Improve the awareness of VAS
• Different ad being shown each day to attract viewers interest
• Humor appeal
• Source Attractiveness
– Similarity: "What makes Zoozooz so endearing is that they are innocent people living in a
simple world unlike ours, who laugh loud when they laugh. And who seam to be in an in-
between world of animation and reality" - Mr Rajiv Rao, Executive Creative Director, South
Asia, O&M India
– Likability
• Funny, attractive
• Not a celebrity endorser – associated risks not present
Launch
• Launched on April 20, 2009 with 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 duration with the ad message
about the VAS. Ending with “Make the Most
of Now”
Use of internet for promotion
• Dedicated microsite – “What kind of Zoozoo
are you?”
• Downloadable Ringtones, wallpapers,
screensavers and videos
• Facebook – aimed at building a community
Fan page of Zoozoos in Facebook
Application of persuasion matrix
• Message presentation – Channel – TVC
• Attention – Source – Zoozoo
• Comprehension – Receiver – Television
audience
• Yielding – Message – The different ads
Results
• Big hit on the internet
• Curiosity about the characters
• According to Advertising Age: Make it to the
list of world’s most viewed viral video
advertisement campaigns capturing first
position
Question marks..!!
• Messages written in text in the end - difficult
to comprehend for viewers from semi urban
and rural areas
• Zoozoos becoming more popular than the
network itself!!
• Application of Just Noticeable Difference on
the timing of the ads
STRATEGIES
• Visual of ZooZoo’s

• Phased launch of the ZooZoo Advertisements

• Inclusion of Pug along with ZooZoo’s

• Use of below-the line communication

• Audio more humanized for better presentation


STRATEGIES
• Visual of ZooZoo’s

• Phased launch of the ZooZoo Advertisements

• Inclusion of Pug along with ZooZoo’s

• Use of below-the line communication

• Audio more humanized for better presentation

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