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Vodafone has launched a campaign to promote 3G services with a series of television commercials during the ongoing cricket World Cup. The campaign marked the return of popular animated cartoon characters Zoozoos, with a ‘Super Zoozoo' performing heroics representing the superior quality of 3G services. A teaser campaign was launched at the start of the World Cup, and the ‘Super Zoozoo' was unveiled during the India-England match on Sunday, February 27.
After the successful initial blast, the focus is on getting customers to experience the 3G services. Speaking to Business Line , Ms Anuradha Aggarwal, VP - Brand Communication and Insights, Vodafone Essar Ltd, said, “The campaign with the Zoozoos was planned to leverage the World Cup, starting with the teasers. The India-England match was the best platform we could have asked for to reveal 3G. There will be parallel communication targeting different segments going forward.”
Marketing efforts
The company will focus its marketing efforts by segments, ranging from the early adopters of 3G to those unaware of possible services on the faster network.
The messaging will range from tariffs to product offerings on 3G.
“The biggest challenge is to get customers to experience the 3G services. Customers can get a risk-free experience of the fast network and service offerings on 3G at our stores, with experience zones created for promoting 3G,” added Ms Aggarwal.
Noting that only 4 to 5 per cent of handsets in the market today are 3G enabled, she said, “A large part of 3G adoption is also hardware adoption. We will be communicating and helping increase the 3G enabled handset adoption. With 3G, it's not a question of competing with other service providers; it's about growing the pie.”
Vodafone will also look to draw from its learnings around the world on 3G adoption and services.
“Web access accounts for a large part of 3G usage globally. Having the largest 3G user base around the world, we understand consumer usage patterns and can bring some of those learnings to India. India could be a little different given peculiarity of the market, different segments, and the large prepaid base. There are likely to be two distinct streams of growth here — one from browsing and the other through localised utilities and services,” explained Aggarwal.
‘Unprecedented' hits
Vodafone is delighted that the ‘Super Zoozoo' campaign has received ‘unprecedented' hits on Facebook. The film was unveiled at 10 am on February 27 and attracted over 1,00,000 views in less than two days. Vodafone will continue to invest in marketing through digital media, said the spokesperson.
The brand must be hoping that the next time it unveils something as successful as the ‘Super Zoozoo', a large number of those viewing it on the web do so on 3G-enabled handsets.
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