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:

Price:

Case Code : MKTG220 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Communications / Advertising
Case Length : 16 Pages
Period : 2007-2008
Pub Date : 2009
Teaching Note : Not Available
Organization : Vodafone Essar Limited
Industry : Mobile communications
Countries : India

Abstract:

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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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:

  Page No.
Introduction 1
Background Note 2
Vodafone Essar's Advertising Campaigns 3
The Making of Zoozoos Campaign 6
The Launch 7
The Response 8
Exhibits 10

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

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