Page 154 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes 3. Storyboard for Maruti ad

Source: TV Ad Indx/www.iBankLive.com

Caselet The Vodafone ZooZoo Campaign

odafone is on a roll. They have been the highest gainer in terms of the people who
have decided to port out of their existing operator and switch to Vodafone. But as
Vpredicted earlier, MNP has not been a game changer. Less than 1% of the total
subscribers have decided to switch their operator. But this post is not about MNP, it's
about the 3G campaign featuring Vodafone India's brand ambassadors "The ZooZoo
community" and their hero "Zoo 3G". If the tales of zoozoo weren't enough on television
you will still not miss the ZooZoo 3G avatar. If you fare high on the geek meter (a nerd
like me), you'll catch him on YouTube, Journal websites, Google ads and news portals.
If you toil through the streets like a bus driver or a rickshaw puller, you'll catch him on
almost every second billboard. If you are a frequent flier, you'll not miss on the airport.
If you happen to be at the Delhi airport around this time, you'll see a Zoozoo city out
there. Every aesthetically sound corner for advertising has a Zoozoo banner. And if that's
not enough, the community kids are spreading the most popular form i.e. Word-of-Mouth.
The important thing to note is that the whole campaign is "Integrated". The term IMC
(Integrated Marketing Communications) is literally engraved in all books and research
papers on promotional strategy, but sadly very few practitioners adopt it. Vodafone's
3G -ZooZoo campaign is an immaculate example of an integrated marketing
communication (IMC) campaign. If CocaCola gave shape to the santa, the future generations
will remember vodafone for zoozoo.

About ZooZoos
The egg headed white creatures with big ballooned bodies are characters promoted by
Vodafone since the second season of Indian Premier League (IPL). Vodafone had asked
Ogilvy & Mather to create a series of 30 advertisements which could be aired each day
during the IPL Season 2. They are used to promote various value added services of Vodafone.
Contd...

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