Set amidst the canvas of two of India’s greatest entertainment options – the general elections and IPL – the Vodafone Zoozoos managed to overshadow them both...
VODAFONE
CAMPAIGN: Zoozoos
AGENCY: Ogilvy India
OBJECTIVE: To position Vodafone as an innovation leader in the mobile service category, thereby gaining traction for the brand. And to do so, leverage Indian Premier League (IPL) in a manner that the brand proves to be the most salient and engaging throughout the event.
STRATEGIC CHALLENGE: To differentiate. Despite having an array of innovative products & services, they lacked the qualities of being sustainable differentiators for Vodafone as competitors quickly adapted them with near parity in prices. The challenge was also to use an immensely crowded & cluttered property like IPL to differentiate & establish an emotional connect with customers.
BIG IDEA: To allow consumers to discover something new everyday with Zoozoos. Since brand communication is subject to fatigue, it was decided to surprise viewers by launching a new product/service message each day of the event.
COMMUNICATION TOUCH POINTS: The main aspect of the communication strategy was the TVCs that included 29 simple stories told through 29 films – almost one each for each day of the IPL. The egg-faced creatures were captured by cameras enjoying the semi-finals of IPL with spectators. Vodafone Zoozoos were also invited as special guests with commentators seeking their gibberish opinion. Consumer engagement was also built via print, outdoor and retail level POS that used Zoozoos to drive relevant cricket-related offerings like score alerts, match schedules, et al. An SMS-based contest – Star of the Match – gave 20 lucky winners a chance to experience IPL in South Africa.
EFFECTIVENESS: 11 million viewers tuned into Set Max to watch the Zoozoo interview during IPL, which was uploaded on YouTube and had over 50,000 views in less than a week. Zoozoo TVCs were viewed by over 41 million people across the country. As per TNS Synovate, Vodafone emerged as the most recognised brand in IPL. Zoozoos on-ground activity during the IPL semi-finals achieved over four million views from TV coverage. Zoozoos attracted over 315,000 fans and over 10 million page views in less than two months on Facebook. Ad Age named the Zoozoo campaign the ‘Top Viral campaign in the world.’
VODAFONE
CAMPAIGN: Zoozoos
AGENCY: Ogilvy India
OBJECTIVE: To position Vodafone as an innovation leader in the mobile service category, thereby gaining traction for the brand. And to do so, leverage Indian Premier League (IPL) in a manner that the brand proves to be the most salient and engaging throughout the event.
STRATEGIC CHALLENGE: To differentiate. Despite having an array of innovative products & services, they lacked the qualities of being sustainable differentiators for Vodafone as competitors quickly adapted them with near parity in prices. The challenge was also to use an immensely crowded & cluttered property like IPL to differentiate & establish an emotional connect with customers.
BIG IDEA: To allow consumers to discover something new everyday with Zoozoos. Since brand communication is subject to fatigue, it was decided to surprise viewers by launching a new product/service message each day of the event.
COMMUNICATION TOUCH POINTS: The main aspect of the communication strategy was the TVCs that included 29 simple stories told through 29 films – almost one each for each day of the IPL. The egg-faced creatures were captured by cameras enjoying the semi-finals of IPL with spectators. Vodafone Zoozoos were also invited as special guests with commentators seeking their gibberish opinion. Consumer engagement was also built via print, outdoor and retail level POS that used Zoozoos to drive relevant cricket-related offerings like score alerts, match schedules, et al. An SMS-based contest – Star of the Match – gave 20 lucky winners a chance to experience IPL in South Africa.
EFFECTIVENESS: 11 million viewers tuned into Set Max to watch the Zoozoo interview during IPL, which was uploaded on YouTube and had over 50,000 views in less than a week. Zoozoo TVCs were viewed by over 41 million people across the country. As per TNS Synovate, Vodafone emerged as the most recognised brand in IPL. Zoozoos on-ground activity during the IPL semi-finals achieved over four million views from TV coverage. Zoozoos attracted over 315,000 fans and over 10 million page views in less than two months on Facebook. Ad Age named the Zoozoo campaign the ‘Top Viral campaign in the world.’
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!
IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
