Vodafone is on it again. Their marketing honchos have decided to bring back the Zoozoos.
Is it because they feel it worked for them earlier? In that case, why they dropped it is anybody’s guess.
Is it because their subsequent campaigns didn’t work? In that case, what was ailing those campaigns that this Zoozoo are going to address - is again anybody’s guess.
Or is it because they are worried stiff over the fact that new subscribers seem to be dancing over to Docomo and not visiting Vodafone. If you have been following Telecom reports you would know that Vodafone has been pushed to fourth on the list of brands that has been able to attract new subscribers.
In other words, Vodafone is growing slower vis-à-vis other key brands in the category. Their run rate has fallen, so to speak. And they have brought back their pinch hitters – the Zoozoos – to attract attention and appeal to the new subscribers; in other words, to accelerate their run rate.
Will it work? I doubt.
I say so for two reasons. One, for the very reasons I had outlined in my previous posts, the Zoozoos are attracting attention to themselves and not as much for Vodafone.
Two, this now-you-see-now-you-don’t use of Zoozoos have diluted their impact sufficiently if not substantially. Vodafone probably doesn’t realize the Zoozoos, at best, is just an advertising gimmick with hardly any long-term value.
Did you notice not many have been talking about the new set of Zoozoo ads? In fact, did you even know they are back?
Therein lies the answer!
9 comments:
Yeah true , I agree to what you say ...it is a view of having Zoozoos as a recall and not the Vodofone link to the ad. As rightly said no one really noticed its reappreance.
However i have a question , you think it really cares for a company with such high international recognition ...do they not carry a name that advertises for themselves.... so from a branding perspective whether it is Zoozoo or a french trainride does it really matter to a end buyer?...views ...
If DOCOMO is really bothering, shoudn't Vodafone simply try and inform the market that they have a better network..and also about the other advantages since they have been present for quite sometime?..
I guess the company can also use the testimonials (of course the positive ones) of existing customers for their ads.
urban tele density is as high as 97%.future growth s gonna cm frm rural india, where a zoozoo campaign may not work.Liked de uninor campaign,belive its de rite way 2 go!!!
Sir , I assume the strategy all telecom comps are likely to follow in this point of time is to increase the avg revenue per user (which is drastically low when compared to 2005-2006 levels .. )
The zoozoo's are doing their part the best(i believe) promoting Value Added services and brand recall(have created new brand identity for vodafone like the pug)
and for some reason i didnt understand (didnt like) the new uninor campaign... Sir, What is your opinion on the new uninor campaign ?? do u think it will click ...... ?
I feel they are targeting at people who are waiting to jump service provider with the Number portability .... :-)
^^ and sorry for the anonymous post .. im yaswanth .. your IIPM student .. :-)
Hi Sir, Balaji Raghunathan here. There was Recent Release from Bajaj as Pulsar 135 LS. Diversifying Pulsar as 150, 180, 200, 220 and so on, all of a sudden introducing as 135 ls is something looking like competitor of there other products like Discover 135 and XCD 135 and so on,... (1) Will this new release from pulsar will be not be a confusion for Consumers?
(2) Whether the Product will not affect the Pulsar family as a whole? (i mean customer is having a huge prestige while driving Pulsar.Introducing this 135Ls will change the mind set as giving low profile to only Pulsar 135 or the entire 150,180,200,250.)
Absolutely - Zoozoos are attracting attention to themselves and not as much for Vodafone!
Also, we discuss sesason 2 of Zoozoos only to comment that they have failed to create the magic as they did last year!
Come on guys... think of something better! All the best! ;) ;)
love the Zoozoo....it rock'd the market
aha!there it is...u have written about zooszoos...u r absolutely right sir.zooszoos became larger than vodafone brand itself...the recall is high...voda has spent lavishly but returns???it has slipped down to 4th position u say!!!and silly thing is, all this Value Added services mania is there with the every other brand too...an airtel user will see a zoozoo ad and thnk of getting cricket alerts on d 4m d same service provider itself...a new user also has all reasons to buy any other service provider cuz VAS is not somethng exclusive for voda...zooszoos is a free entertainment for evrybdy for which voda spends crores...
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