Scribd
Upload
6 views2 pages

Innovative Ads: Airtel & Vodafone Success

Vodafone and Airtel created innovative advertisements in 2009 that increased their brand value. Vodafone's Zoozoos ads, created by Ogilvy India, aimed to position Vodafone as an innovative mobile service leader by broadcasting the ads during the IPL cricket tournament. The Zoozoos characters became strongly associated with the Vodafone brand. Airtel's M-commerce campaign, created by Rediffusion Y&R, promoted using mobile phones for banking and payments to increase the number of mobile users and those opting for value added services. Both companies' new advertising strategies took product promotion to a new level through innovation.

Uploaded by

Sasi Mech
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
6 views2 pages

Innovative Ads: Airtel & Vodafone Success

Vodafone and Airtel created innovative advertisements in 2009 that increased their brand value. Vodafone's Zoozoos ads, created by Ogilvy India, aimed to position Vodafone as an innovative mobile service leader by broadcasting the ads during the IPL cricket tournament. The Zoozoos characters became strongly associated with the Vodafone brand. Airtel's M-commerce campaign, created by Rediffusion Y&R, promoted using mobile phones for banking and payments to increase the number of mobile users and those opting for value added services. Both companies' new advertising strategies took product promotion to a new level through innovation.

Uploaded by

Sasi Mech
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Advertisements play a major role in positioning the brand as well as the company among

the targeted product users. Innovation is always a part of advertisements and the
advertising agencies reach out for new ways to capture the prospective consumer’s heart.
Airtel and Vodafone capitalized on innovative ideas and came up with new advertisements
that pushed the brand value to heights. The Zoozoos from Vodafone and the e-
commerce ad from Airtel turned out to be the best ads one has seen in 2009.

Ogilvy India was the head behind the Vodafone Zoozoos advertisements and the
objective was set to position Vodafone as an innovative leader in the mobile service
segment category. The promotion strategy was aimed to hit at massive levels by
maximizing the targeted audience, and IPL was the best option to go for. The advertising
success is evident from the fact that the name Zoozoos got coupled with the brand
Vodafone and gathered more reception even than IPL. Repetitive ads may bore the viewers
and to avoid the hard effects, Ogilvy came up with new Zoozoo ads everyday.

The egg faced Zoozoo creatures were heavily welcomed which demanded the advertising
agency to even go for merchandising to ensure that Zoozoos were available in other touch
points too. The Zoozoo TVCs marked a viewership of around 41 million people across India
and the Zoozoo interviews were broadcast through Youtube to more than 50000 viewers.
And the result of this innovative advertisement campaign, Vodafone became the most
recognized brand during IPL.

Airtel focused its advertisements on promoting the usage of mobile phones through
its M-commerce campaign. The Rediffusion Y&R who was conducting the campaigning
designed the ad objective to increase the number of mobile users. The ads were intended
to increase the awareness among mobile users regarding the ease and security of mobile
commerce, especially when it comes to banking operations. The pay anytime, anywhere
advertisements featuring celebrities could successfully convey the message to the
audience. The Airtel advertisements succeeded in increasing the number of customers
opting for value added services and mobile payments. The new age advertisement strategy
from Vodafone and Airtel took product promotion to a next level though innovation.

You might also like