Vodafone Essar's Advertising Strategy - The 'Zoozoos' Campaign

            
  
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Case Details:

Case Code : MKTG220
Case Length : 16 Pages
Period : 2007-2008
Pub Date : 2009
Teaching Note :Not Available
Organization : Vodafone Essar Limited
Industry : Mobile communications
Countries : India

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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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Excerpts Contd...

The Launch

On April 20, 2009, Vodafone Essar launched the Zoozoos advertising campaign. During the IPL-Season 2, a total of 30 different TVCs including Cricket Alerts, Beauty Alerts, Phone Backup, Chhota Credit, Vodafone Maps, Vodafone Call Filter, Live Games, Musical Greetings, etc. were aired (Refer to Exhibit VI for Screenshots of some of the Advertisements)...

The Response

In April 2009, as the TVCs started being aired on television, they created the necessary buzz both in traditional 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

All the TVCs were available both on YouTube and Twitter. For the week ended April 25, 2009, one ad on fashion tips was viewed 13,000 times on YouTube. On Google.co.in, the word 'Zoozoo,' became the third highest search word on May 04, 2009...

Exhibits

Exhibit I: Logo of Vodafone
Exhibit II: Screenshot of One 'Happy to Help' Ad
Exhibit III: Financial Summary of Vodafone Group (2006-08)
Exhibit IV: Some Value Added Service Offered by Vodafone Essar
Exhibit V: Costumes of Zoozoos
Exhibit VI: Screenshots of the Zoozoos Advertisements
Exhibit VII: Fan Page of Zoozoos in Facebook
Exhibit VIII: Zoozoo's Fans on Facebook

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