Ad Strat: Vodafone ‘Zoozoos’

02 Jan,2012

Rajiv Rao NCD,Ogilvy&Mather

 

Name of the Campaign/Ad: Vodafone ‘Zoozoos’

 

The Brief: Talk about the various VAS (Value Added Services) that Vodafone has to offer in a way that’s clutter breaking and also keeping in mind the chaos of advertising on IPL, India’s most watched show on TV

 

Research: Previous IPL experience showed us that the same people were watching the matches every day. Hence there was a high level of impatience when it came to watching the same communication over and over again. We took that learning on board and decided to treat even communication like content – something new to look forward every day.

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=te5kc5PFZFY[/youtube]

Key issues: The ads were to be universally understood and enjoyed. Another challenge, because we were working with a large number of scripts, was to keep the freshness going. Third issue was purely operational – actually pulling off such a large number of films in one go was in itself a huge challenge.

 

Media vehicles: While it was principally led by television, this was a truly 360 degree campaign involving digital, outdoor, retail, radio and experiential media.

 

Market and client feedback: Two words: HUGE HIT. The campaign resulted in a spike in VAS uptake. On brand health measures, the campaign helped the brand overtake the market leader. It was awarded for creativity and effectiveness at the Abbys, AME, Spikes, Effies and the Vodafone global awards, amongst others. An exclusive line of zoozoo merchandise is a regular feature at Shoppers Stop outlets. The campaign was the most viewed viral in the world for a whole month. It helped the brand garner 2.5 million fans. The success of the Zoozoos is not in that India fell in love with them, but in that the love affair is still as fresh and going strong after 3 years.

 

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One response to “Ad Strat: Vodafone ‘Zoozoos’”

  1. AL says:

    hey! I am doing a case study on Vodafone Zoozoo. and this research will help me in my essay. however if you had included the writer and the date of this written article, it would help me reference my work.

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