Vodafone India has got their popular mascot ZooZoos back to launch their revamped property ‘My Vodafone App’. The product was launched two years back but not many users were aware of it. This time Vodafone wants to create maximum awareness and launch the app with some added features and an all-new avatar. In order to promote this app, the brand has a full 360 degree marketing plan in place, which has been conceptualised by Ogilvy & Mather. The brand film is already on air and the second TVC will be released next week.
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Marketing and Creative Strategy:
Speaking about the new campaign, Rajiv Rao, National Creative Director, Ogilvy & Mather elaborated, “Vodafone is launching their new product ‘My Vodafone App’ and we thought about getting the ZooZoos back and show what is happening in a world, where the ZooZoos are working for the customers. So, through brainstorming between the agency and the brand, we arrived at the decision to show how the Vodafone app works in the campaign itself.”
Commenting on the marketing strategy, Siddharth Banerjee, National Head, Brand Communication & Insights, Vodafone said, “The TV campaign will include one thematic film to introduce the ‘My Vodafone App’ and there will be three more films to announce some of the hero products and features, something which consumers find extremely relevant. We will also be having some of the shorter versions of our campaign which will talk specifically about a particular feature or an offer. We will be running this campaign for the next couple of weeks and depending upon how we tweak the campaign and how the consumers respond; the campaign can go on for a longer time. So, it is a little dynamic, but the initial plan is to run it for the coming few weeks in order to reach more consumers.”
The brand is using TV in order to drive awareness of the ‘My Vodafone App’ and of its benefits. Secondly, social media is being used to generate interest and talkability, and finally through retail touch points where consumers can get their queries answered and learn about the app.
Speaking about the research which went in the making of the new ZooZoos campaign, Banerjee added, “There are 80 million people on Facebook and a lot of consumer interaction keeps on happening there. There is always an element of mystic associated with the ZooZoos and this time around viewers wanted to see the refreshed version of the characters. Historically, ZooZoos have been launched once a year and sometimes they have coincided with Indian Premier League (IPL) because the format allows for multiple executions, so we have kind of got branded as ZooZoos and IPL. However, we use ZooZoos sparingly as they are very selective creature and need selective scripts and stories.”
Sharing his views on the ad campaign, Zafar Rais- CEO, MindShift Interactive said, “It's great to see the ZooZoos make a comeback! The video successfully displays how a single app can satisfy a range of customer requirements. Indian consumers today use mobile applications for varied purposes and keeping this need of the customer in mind, their video captures various elements that build up the app and make it a necessity for Vodafone consumers. The video captures each feature of the app and the background music heightens the engagement levels of a viewer."