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Vodafone (An Advertising Perspective)
The document discusses Vodafone's ZooZoos advertising campaign during the 2008 Indian Premier League season. ZooZoos were cartoon characters that promoted Vodafone's value-added services. The campaign was a viral marketing success, with videos receiving millions of views. It helped position Vodafone as a young, fun brand connected to common people in India compared to its previous 'Hutch' brand. The low-cost animated ads were more relatable than expensive celebrity endorsements.
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Vodafone (An Advertising Perspective)
- 1. Welcome Sagar AgrawalPratik Gandhi
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- 11. Establishment The companywas founded in 1982 as a joint venture . the name was derived from the newly-found company's goal of establishing both voice (VO) and data (DA) services over a mobile telephone network. Speechmark logo, suggesting conversation
- 12. Hutchison Essar Established- 1994 an Essar group and Hutchison Whampoa undertaking, acquiring the cellular mobile licence for Mumbai has a nationwide market share of 16.4pc the fourth-largest Indian operator. 'Most Respected Telecom Company‘ 'Best Mobile Service in the country' 'Most Creative and Most Effective Advertiser of the Year'.
- 13. Vodafone Essar VodafoneEssar, previously Hutchison Essar is a cellular operator in India that covers 23 telecom circles in India . Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in the metros.
- 14. OUR VISION Toenrich our customers’ lives through unique power of mobile communication.
- 15. OUR PASSION 1. FOR CUSTOMERS: In anticipation of their customers’ trust Vodafone understands their needs & delights them with its services. 2. FOR OUR PEOPLE: Outstanding people working together make Vodafone exceptionally successful. 3. FOR RESULTS: Vodafone believes in being action oriented & is driven by a desire to be the BEST. 4. FOR THE WORLD AROUND US: Vodafone believes helping people of the world to have fuller lives through their services & its impacts.
- 16. Products Prepaid Cellphoneconnection Prepaid recharge card Top - ups Vodafone Postpaid Calling Cards Vodafone PCO Vodafone Handyphone I-Phone 3G Magic box Handset World Calling Cards
- 17. Service Tunes& Downloads Entertainment Sports Devotional News & updates Astrology Finance Travel Mail, messaging & more Dial in services Bill info Miscellaneous
- 18. Vodafone is a Mobile Networkoperator with its headquarters in Newbury, Berkshire, England, UK. It is the largest mobile telecommunications network company in the world by turnover and has a market value of £71.2 billion (November 2009) Vodafone currently has operations in 31 countries and partner networks in a further 40 countries.
- 19. Agenda Background andIntroduction Need identification Segmentation, Targeting, Positioning Advertising Strategy Analysis Current situation Learning
- 20. Hutchinson Telecom InternationalLtd (HTIL) plans to sell its 67 percent equity stake in Hutchinson Essar Ltd (HEL) Vodafone buys 52% stake in HEL. Essar continues to hold 33% stake in HEL Vodafone entered India in December 2005 Successfully rebranded 'Hutch' as 'Vodafone‘ Background
- 21. ACQUISITION DETAILS Enterprisevalue of Hutchison Essar is $18.8 billion Value of 67% stake in Hutch Essar - $11.1 billion Vodafone acquired 10% in Bharti for $1.5 billion in Oct 2005 Hutch has 23.3 million subscribers as of Dec 31, 2006 Vodafone is targeting a 20-25 per cent market share by 2012 Vodafone need – Vodafone wants to expand into the asian markets. India had 2 nd largest market for mobile. It is growing at the rate of 6 million subscribers per month.
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- 23. WHY HUTCH AcceleratesVodafone’s move to a controlling position in a leading operator in the attractive and fast growing Indian mobile market Hutch Essar delivers a strong existing platform in India Driving additional value in Hutch Essar Increases Vodafone’s exposure to high growth emerging markets Hutch had overtaken many of the domectic competitors like orange,BPL
- 24. The telecom battleBharti Airtel, Idea are biggest competitors Airtel launched ‘My Airtel My Offer’ with Madhavan and Vidya Balan Idea launched ‘Walk when you talk’ with Abhishek Bachan
- 25. Growth of TelecomSector Year GSM Subscribers (millions) GSM Annual growth CDMA Subscribers (millions) CDMA Annual growth 2002 10.5 91% 0.8 - 2003 22.0 110% 6.4 700% 2004 37.4 70% 10.9 70% 2005 58.5 57% 19.1 75% 2006 105.4 80% 44.2 131% 2007 180.0 71% 85.0 92%
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- 27. Rebranding campaign Tagline– “ Change is good...” Baseline - “Hutch is now Vodafone” “ Wherever you go our network follows..” To “ Make the most of now..”
- 28. Vodafone Essar’s advertisingcampaign 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
- 29. Other ad campaignsHappy 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
- 30. Value Added Servicesof Vodafone needed more promotion ZooZoos 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 Need Identification
- 31. Mobile User :3 Key Questions 1) Who are they? 2) What do they want? 3) How do we give it to them? Levis/Nike
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- 33. ‘ Pug’ wasthe mascot for Vodafone Taken over from Hutch IPL 2008 had Vodafone going in Pug for its ‘Happy to Help’ service
- 34. Characteristics each lendsto ZooZoos: Cute Quirky Cuddly Genderless Alien Species Humanlike Harmless Kiddish Archetype: Child Humourous Not complicated Dumb Full of life Simple Approachable Adorable
- 35. What do thesecharacteristics convey? Familiarity Cartoons we used to watch as kids Invokes pleasant memories and fantastical world we used to live as children but branded by vodafone; cool to talk about Does not produce bias of any kind(class, creed, religion…)
- 36. Zoozoos : Advertisementcharacters promoted by Vodafone during the India Premier League Season 2 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.
- 37. Launch Launched onApril 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”
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- 39. Prakash Verma ofNirvana Films Filmed in South Africa with local crew Movement, Talk, Gestures, Emotions, Costume designs and artwork 3 weeks pre-production and 2 different fabrics
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- 49. Costs Animations are10-15 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
- 50. Use of internetfor promotion Downloadable Ringtones, wallpapers, screensavers and videos Facebook – aimed at building a community Downloadable Ringtones, wallpapers, screensavers and videos Dedicated microsite – “What kind of Zoozoo are you?”
- 51. Official Fan pageof ZooZoos on Facebook
- 52. ZooZoos dominatingSocial Networking sites Created Strong Association Wallpapers, emoticons, ringtones, videos, contests, pictures, stories etc Videos had 3million hits in 3 weeks Most watched viral video for 2 weeks Youtube ad downloads Twitter
- 53. Results… Big hiton 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
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- 55. 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 – 15% of commercial ads Havells – 8%, Airtel and Idea – 7% each
- 56. Has been aLaunch-Pad for both HTC and iPhone Mobile Phones
- 57. Official Sponsor for England Cricket Team since 15 years
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- 59. Mobile phones arebecoming as indispensable as water Vodafone ‘totally automated’ Mobile Phone Vending Machine Innovation Award at the annual UK Technology Innovation and Growth Award
- 60. Viral Marketing Vodafonewas 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
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- 62. STRENGTHS Campaign penetratedboth 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
- 63. WEAKNESS Had anundermining effect on the brand Vodafone Difficulty in understanding faced by rural population
- 64. OPPORTUNITIES Revolution inthe 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 Huge Market.
- 65. THREATS A majorintimidation to the brand VODAFONE Ads could get lost in major marketing war during IPL
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- 67. Segmentation ZOOZOO -A cartoon character which represented common man Segmented basis on types of services used Urban and Rural region customers were separated out
- 68. Targeting Targeted customerswho would use VAS services Different kinds of VAS services were offered for different kinds of customers Urban customers were more in focus
- 69. “ where yougo the network follows you “ Hutch , as a brand, always tried to connect with consumers in simple, honest and real manner, while vodafone is more young and fun brand. So consumer will see a shift reflecting a more vibrant brand. The “pug” and actor Irfan Khan will be retained for the brand position. They are talking about the exclusivity of the network and the service they are offering to the customer. Positioning
- 70. Learnings Low costads can make good impact Concept is important Expensive Brand Ambassadors could be avoided Ads more relate to common man Most Importantly ‘ Keep it simple’
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- 74. BIBILOGRAPHY ECONOMIC TIMESFT.COM WIKIPEDIA FORBES
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