This document discusses Vodafone's use of the cartoon characters Zoozoos as brand ambassadors. It introduces Zoozoos, explaining they were launched in 2009 to promote Vodafone's value-added services during the IPL cricket season. Despite using low-cost costumes and ads budget of just Rs. 3 crores, Zoozoos became a viral internet hit within 15 days and helped establish Vodafone as India's third largest telecom company. The document analyzes what made Zoozoos so popular and concludes their simple concept highlighting Vodafone's presence in India was very effective at connecting with common people.

1. WELCOME

3. Seminar on
Zoozoo As A Brand Ambassador
of Vodafone
Presented By,
Rashmi Raj

4. The name
Vodafone
comes from
Voice data fone,
chosen by the
company.

5. Vodafone
• Vodafone in INDIA came with acquiring
Hutchison Essar limited..
• Vodafone was launched officially on 21st
September 2007
• Hutch was rebranded as Vodafone.

6. Zoozoos
• Launched on April 20,2009
• Advertisement characters
promoted by Vodafone during
the IPL Season 2.
• The ads were created by
Ogilvy & Mather, South Asia.
• Campaign to communicate the
VAS offered by the company.

7. Making of Zoozoo

8. Costs
• Zoozoo had low cost costumes, real people
• 30 advertisement cost only Rs 3 Crores
• Zoozoo name nowhere in commercial
• Massive viral Marketing

9. Zoozoo! Why so much Hype….??
• Big hit on the internet, just within 15 days
of the release of first advertisement.
• Curiosity about the characters.
• Zoozoo goodies, t -shirts, mugs,key chains,
toys are on the way.So basically zoozoo
has opened up a huge market.

10. What made Zoozoo ‘Click’?
When they first aired on
television, they seemed to be
like aliens but they are much
like the humans.
They have certain madness
about them. They behave in a
funny yet human way.

11. SWOT Analysis
STRENGTH WEAKNESS OPPORTUNITY THREAT
Penetration in
media as well
as social
networking
sites.
Undermining
effect on the
brand
Vodafone.
Advertising
through Zoozoos
Ads
getting
Lost in
marketing
war
Depiction in
the form of a
cartoon
character
Problem faced
by rural
population.
Cost benefit and
Good TRP’s for IPL
Season2

12. Learning’s
• Concept is important.
• Ads more relate to common
man.
• Expensive Brand
Ambassadors could be
avoided.
• Most importantly
“KEEP IT SIMPLE”

13. Advertising -TVC
• About 30 different TVCs for VAS
including-Cricket alerts, beauty alerts,
phone backup, chota credit, vodafone
maps etc..
• 20-30 seconds ads with the message
about the VAS & ending with
“Make the most of now”

14. STP- Analysis
S-Segmentation:
• Zoozoo- A cartoon character which
represented common man.
• Segmented basis on types of services used.
• Urban and Rural region customers were
separated out.

15. • Targeted customers who would use VAS
Services
• Different kinds of VAS services were offered
for different kinds of customers.
• Urban customers were more in focus
Targeting

16. • Current positioning of vodafone is “power to
you”.
• Vodafone is providing the user with different
offerings like special alerts, magic box, call filter
etc..
Positioning

17. • Zoozoos dominating social
networking sites.
• Created Strong Association.
• Wallpapers, ringtones,videos
pictures of Zoozoos.
• Videos had 3 million hits in 3
weeks.
• Most watched Video.
• Vodafone becomes INDIA’s 3rd
Biggest tele-com company after
Airtel and Reliance.
Success

18. • Low cost ads made a very good impact.
• Advertises more relate to common man,leads to
more customers.
• Zoozoo Concept highlights the presence of
Vodafone in India very dominantly.
Conclusion

19. • http://en.wikipedia.org/wiki/ZooZoo
• http://www.animation-boss.com/zoo_zoos_040413
• Vodafone UK. Company Information.
http://www.vodafone.co.uk
References: