Case Study Zoo Zoo 2009

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

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INTRODUCTION ZooZoos are advertisement characters promoted by Vodafone during the India Premier League Season 2 (IPL). Zoozoos are white, ghost-like creatures with ballooned bodies and egg heads who are used to promote various value added services of Vodafone. These ads though look animated are actually real humans in the Zoozoo costumes. The ads were created by Ogilvy & Mather, an agency that handles Vodafone advertisements and the films were shot by Bangalore based Nirvana Films in Cape Town, South Africa.

S.W.O.T. ANALYSIS STRENGTHS: • The campaign created the buzz both in the traditional media as well as in social networking sites. • It was a representation of a common man depicted as a cartoon character ZOOZOO • Wide media coverage, more precisely through video • Easy and cheap animation leading to low production cost

S.W.O.T. ANALYSIS WEAKNESS: • It

had an undermining effect on the brand Vodafone. • Difficulty in understanding faced by rural population

S.W.O.T. ANALYSIS OPPORTUNITIES: •A

revolution in the conventional way of advertising that was through public figures. • Low advertising cost leading to provision of cheaper services.

S.W.O.T. ANALYSIS THREATS: • A major intimidation to the brand VODAFONE