The nine-part campaign has been conceptualised by Ogilvy & Mather as part of Vodafone’s IPL campaign
BestMediaInfo Bureau | Delhi | April 10, 2013
After the teaser campaign during the opening ceremony of the IPL last week, Vodafone has unleashed its Zoozoo army on television screens with the first two TVCs going on air at the weekend. In the nine-part campaign conceptualised by Ogilvy & Mather, the brand has brought back the Zoozoos in a fresh avatar to increase the level of awareness and emphasise the benefits of using internet on the mobile.
Vodafone India is making mobile internet more interesting and less intimidating for its customers. It has introduced ‘One Time Trial Packs’ for 2G and 3G at unbelievable price points – Vodafone’s latest data packs are available at Rs 25 for 2G and Rs 49 for 3G, and they come with a never before 500MB data allowance.
The Zoozoo world has featured in Vodaone’s IPL campaign for three seasons now, the endeavour being to continue to come up with something new and fresh in this world such that the ZooZoo world doesn’t lose its freshness. Also, different brand propositions need different characters to tell the story convincingly and the new campaign required an army. The nine different spots will be unveiled in due course during IPL.
The campaign objective is to drive trial of the internet using the Rs 25 starter pack by creating relevance for using internet on the mobile and improving the quality of awareness of the internet. A high-decibel complete 360 degree campaign involving point of sale, radio and digital plan is already in action on promoting this activity which is meant to be of a means of driving mobile internet pack sales.
As of now, the Vodafone SuperFan and Music TVCs have gone on air. In the Music film, we see a Zoozoo singing an opera on stage. Then a bunch of mini Zoozoos can be seen clambering down ropes and joining him on stage.
In the SuperFan film, we see an army of mini Zoozoos lay out a red carpet for Zoozoo leading to an aircraft. He is transported to a cricket stadium where he is seen sitting royally on a chair with his new eye gear and the mini Zoozoo cricketers staring at him in awe.
Anuradha Aggarwal, Senior VP – Brand Communications & Insights, Vodafone India, said, “This IPL Vodafone’s campaign aims to drive adoption of mobile internet targeting non-users of internet. We want to handhold this consumer to get on mobile internet by making him understand the relevance of it in his life. For the non-users, relevance for mobile internet across entertainment (videos, music, games, social) and information (job search and how-to). While on mass media, we will be using key triggers for internet adoption, downloading songs, watching videos, sharing photographs or connecting with friends, across the 360 communication, it left a larger message that internet is your access point for everything.”
About the new campaign, Aggarwal said, “Vodafone brings back our favourite iconic character Zoozoo in a new avatar. The Zoozoo world has featured in our IPL campaign for three seasons now and in our endeavour to make it more engaging for our consumers, we decided to bring them back with a fresh twist. The campaign will be supported by a series of never seen before consumer engagement and advertising innovations.”
Agency: Ogilvy & Mather (Mumbai) National Creative Director: Rajiv Rao
Head of Advertising, Ogilvy India: Hepzibah Pathak
Head of Team Vodafone: Sarang Wahal
Sr. Creative Directors: Kiran Anthony, Shahrukh Irani
Account Planning: Prem Narayan, Anoop Menon Creative Team: Jigi Dalal, Jigar Fernandes, Makarand Berde, Sameer Wagh, Rakesh Jha, Shashank Jha, Paarth Gadia, Aishik Sengupta, Harshad Salian Account Management: Paghna Bhatia, Chatak Vakharia, Vishal Kaul, Himangi Kanodia, Tejas Sawant, Richa Jaggi Production House: Nirvana Films
Director: Prakash Varma
Producer: Sneha Iype