Vodafone Essar's Advertising Strategy - The 'Zoozoos' Campaign
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG220 |
For delivery in electronic format:
Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Marketing Communications / Advertising |
| Case Length |
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16 Pages |
| Period |
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2007-2008 |
| Pub Date |
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2009 |
| Teaching Note |
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Not Available |
| Organization |
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Vodafone Essar Limited |
| Industry |
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Mobile communications |
| Countries |
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India |
Abstract:
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The case examines the advertising strategy of Vodafone Essar
Limited (Vodafone Essar), the India-based subsidiary of the global mobile
network operator, Vodafone. It focuses on the 'Zoozoos' advertising campaign
that highlighted the different value added services (VAS) offered by the
company.
The campaign introduced new characters called Zoozoos. To convey a specific VAS
offered by the company, each ad used a story which was enacted by the Zoozoos.
The campaign created the buzz both in the traditional media as well as in social
networking sites like Facebook and Twitter and video sharing website, YouTube.
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While advertising experts appreciated the creativity of the
ad campaign, they were apprehensive whether the popularity of the campaign would
actually help the company increase its revenues.
The case details the making of the advertising campaign and the efforts by the
company to popularize the ad campaign by launching a microsite and creating fan
page on the Facebook. The case ends with a discussion on whether the popularity
of Zoozoos would overshadow the Vodafone brand itself or not.
Issues:
» Study the making of Zoozoos advertising campaign.
» Examine the factors that make an ad campaign successful.
» Discuss the importance of using a brand endorser to convey the message of an
ad.
» Analyze the impact of a successful advertising campaign on the revenue growth
of a company.
Contents:
Keywords:
Vodafone Essar Limited, Vodafone Group Plc, Advertising Strategy, Zoozoos Campaign, Indian Premier League, Ogilvy and Mather India, Brand Recall, Hutchison Essar Ltd, Rebranding Exercise, Value Added Services, 'Happy to Help' Campaign, 'Tell the World' Campaign, Television Commercials, Friends Circle, Creative Advertising, Zoozoos on Facebook
Vodafone Essar's Advertising Strategy - The 'Zoozoos' Campaign
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