Vodafone, a leading telecom player in India, recently released its latest marketing initiative to push MyVodafone App. In order to grab eyeballs and connect with people, it brought back ZooZoo characters (or Zumi army).
Designed and conceptualized by Ogilvy and Mather,
the MyVodafone App campaign aims at citing feature-led benefits of
adopting and using the app, thereby driving home the key point that 'one
can avail of Vodafone services, now on one's phone'.
Moreover,
the Zumi army showcases different manifestations of the App in the film
such as recharge, music junction, Internet pack and others. The brand
wants to motivate users to adopt the app and make it the primary
customer interaction tool for all the smartphone customers.
ZooZoo's in past have delivered very well for the brand in terms of
recall and connect. But the characters have been out of action for over a
year. So, why did Vodafone got ZooZoo's back?
To find out our
answers, we spoke to Siddharth Banerjee, National Head, Brand
Communication and Insights, Vodafone India. Excerpts:
Q. To begin with, what was the idea behind the MyVodafone App campaign?
The campaign aims to announce about the MyVodafone App and its user
friendly features. For the first time, Vodafone is communicating about
this app.
So, in order to bring life to the campaign and
generate excitement among the consumers, we brought back our Zumi Army.
The film showcases different features of the app in an interesting way
via the ZooZoo characters.
Q. ZooZoo's were out of the action for a long time. So why get them back for MVA campaign?
They are extremely loved characters and consumers write to us asking
about them. During our social listening, some of the questions that we
came across from consumers were - 'What are ZooZoo's upto?', 'When they
will see them next?', 'Where have they disappeared?' and others.
Moreover, Vodafone uses ZooZoo's very sparingly, typically once in a
year and that too when we have a very strong messaging. So, for our MVA
campaign, we were extremely excited as it's a strong product that we
have on our hands. We believe that people will love it. Moreover, at a
brand level, we found it as a perfect opportunity to marry the two -
Zumi army and MVA. Hence we got the Zumi army to speak on behalf of the
app.
Q. How does the identity of Zumi army coincide with Vodafone and benefit the brand overall?
In past, Zumi army has built a lot of brand love for Vodafone.
Moreover, they are universally recognized and being associated with the
brand Vodafone. People love the ZooZoo characters and that helps to
build huge engagement around them. A testimonial to the fact is the
official Facebook page of ZooZoo where consumers talk and discuss about
the character. They want to know about their updates, download
wallpapers, and other stuff on them.
In all, Zumi army helps us to engage people in a nice manner, build talk-ability and communicate the brand values of Vodafone.
Q. In 2015, Vodafone rested ZooZoo's during the IPL. Why did the brand take that decision?
In past, we have used ZooZoo's for a couple of times around IPL, which
led to the characters sorted in the IPL time frame. Having said that, we
prefer to use ZooZoo's only for big campaigns especially the ones that
makes a relevant fit for the characters. You see, the Zumi army is very
selective about the script and the story they want to star in.
Q, So, what is the Media plan for this campaign?
The mass media campaign will run for a couple of weeks. It aims to make
people aware of the features of MVA. The first TV film will be followed
by product films. Moreover, there will be a lot of action on social
media to create engagement. This will include activities on Facebook,
Twitter, and create buzz and talkability. In past, we have been very
active on our ZooZoo's Facebook page and will continue the action on it
even after the mass media campaign is over.
Simultaneously, we
will create a lot of engagement in our retail environment to ensure that
people download the app. Our ground representatives will disseminate
more information and help people to understand more about the app.
So, we are using TV for creating reach, social media for engagement and retail for helping users downloading the app.
Source: http://www.adageindia.in/interviews/cmo-interviews/vodafones-siddharth-banerjee-on-why-the-brand-uses-zoozoos-sparingly-in-its-campaigns/articleshow/50346560.cms
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