It is IPL time again and Vodafone continues its long-term association with the property for the next five years as Official Partner and On-air Co-presenting Sponsor. The telecom brand is all st to launch its Mobile Internet campaign and Consumer Engagement Programme by the end of this week. The teaser went on air during the IPL opening ceremony on Wednesday evening, bringing back the favourite and loveable Zoozoos in a different avatar.
In the campaign conceptualised by Ogilvy & Mather, the Zoozoos are busier than ever. They’re up to something so new and big, they need to recruit and train a whole army for it! The headquarters are buzzing at mind blasting speeds, shaping up, speeding up…The full campaign will go on air by end of this week.
Anuradha Aggarwal is Senior VP – Brand Communication and Insights, Vodafone India, said, “The Zoozoos have featured in Vodafone’s IPL campaign for the last three seasons. Our endeavour is to continue to come up with something new and fresh from their world such that the Zoozoo world doesn’t lose its freshness. Also different brand propositions need different characters to tell the story convincingly and our new campaign required an army as the teaser shows. We will be following the teaser with nine different spots which will be unveiled in due course during IPL.”
The campaign objective is to drive trial of the internet using the Rs 25 starter pack, by creating relevance for using internet on the mobile and improving the quality of awareness of the internet. For a non-user of internet, relevance for mobile internet spans across entertainment (videos, music, games, social) and information (job search and how-to). The campaign tries to make the internet more interesting and less intimidating for those who know about the internet but don’t use it.
Aggarwal added, “We have used the key triggers for internet adoption – downloading songs, watching videos, sharing photographs or connecting with friends. To close the adoption cycle, we are also launching a one-time trial pack at Rs 25 on 2G and Rs 49 on 3G.”
Apart from this, Vodafone is also giving 76 Vodafone Super Fans a money can’t buy experience where they get picked up at home in a luxury car, be flown to the match in style, get to sit in the hospitality box, get goodies and of course a match ball autographed by the winning captain on live TV.
Rajiv Rao, National Creative Director, Ogilvy & Mather India, said, “For us it is always a happy challenge to create a new season of Zoozoos. In this new season, you will see a lot more excitement and fun in the world of Zoozoos. We want you to wait and watch this space for more.”
A high-decibel complete 360 degree campaign involving point of sale, radio and digital plan is already in action on promoting this activity which is meant to be of a means of driving mobile Internet pack sales. Details of other on-ground activations and some more surprises along with the new campaign which will go on air by end of this week.
Source: bestmediainfo.com