PROJECT

MARKETING
COMMUNICATION
AND
ADVERTISING
SEMESTER V

Name : Debanjan Sen

Roll No : 395
Room No : 14
B.Com(Hons)
Marketing Specialization
St. Xavier’s College (Autonomous)
Answer 1 :

Advertising Campaign : Zoo Zoo Campaign

Relavent Company : Vodafone
Advertising Agency : Ogilvy & Mather
In 1984 Apple announced to the world it was breaking the hegemony of mainframes – the dominance of
IBM! It invested and made a commercial to be run on media at that time was revolutionary and brave.
Its tenth anniversary of the commercial was celebrated with millions of column centimeters of business
editorials saluting the event and the advertising. The ad was more than an ad or a launch commercial; it
was an ad that made news and makes news even today in advertising and business circles. It's become
part of marketing folklore!

A few years ago, BMW commissioned seven Hollywood directors to make their versions of a BMW
advertisement. It was estimated that $74 million of the $75 million available for the campaign was spent
on production; only $1 million was used to place it on the net.

Not only was the campaign a Cannes winner, but it also became part of advertising bravery folklore by
breaking the rules of media production ratios. And the impact of this campaign came more from people
talking and sharing it rather than being forced to see it innumerable times.

It was 'permission' marketing at its best -- creating 'pull' for the advertisement rather than pushing it
down!

Closer home, May 2009 was the month of the elections and IPL. But a third event, inadvertently,
entered the fray to make news through the month -- the Vodafone Zoozoos. The cute, cuddly characters
that featured in a series of 29 commercials that ran right through the IPL matches suddenly caught the
imagination of the public.

At that time three other telecom companies ran strong brand campaigns -- in fact new commercials --
during the same period. Airtel created two pieces of communication leveraging the chemistry of Vidya
Balan and Madhavan. Idea leveraged their tie-up with the Mumbai Indians to run an interactive
campaign of talking to the stars. Aircel blasted their M S Dhoni advertisement of 'aur bolo.'

The strategic challenge was to differentiate. Despite having an array of innovative products & services,
they lacked the qualities of being sustainable differentiators for Vodafone as competitors quickly
adapted them with near parity in prices. The challenge was also to use an immensely crowded &
cluttered property like IPL to differentiate & establish an emotional connect with customers.

Initially the campaign was a makeover when Vodafone needed something that could detach themselves
from the clutches of the Hitch “Pug”. It is incredible that Vodafone had to pay three times the asset
value for the Hutch Brand simply because of the pull created by the iconic pug. Now, with the ZooZoos,
Vodafone India finally can claim about something that’s their own.

Vodafone had entered the market in December, 2005. The ZooZoo campaign was strategically launched
with the World Cricketing Phenomenon– Indian Premier League 2 or commonly known as IPL 2.
Vodafone realized the urgent requirement of promoting their Value Added Services (VAS) and realized
Zoozoo was the perfect solution. VAS is generally considered as a cash cow for cellular companies.

The animated Zoozoos became celebrities in their own rights and outdid the 'celebrity' campaigns. They
popped up finally in the stands during the finals of IPL; there were lakhs of entries about them in the
blogosphere and one channel actually requested their presence on May 16 to add character to their
programme on election results. The Vodafone Zoozoos were more than an advertising piece; they
created buzz for themselves that increased the campaign's impact manifold!

The animations were 10-15 times costlier than using real people, yet its 30 advertisements cost the
company only Rs. 3 Crores. It was a massive Viral Marketing plan hoping to take India by storm.

It targeted customers who would use VAS services. It provided product variety with different kinds of
VAS services for different kinds of customer needs. It primarily focused on Urban Customers.

It may seem odd to talk about the Zoozoos in the same breath as the Apple 1984 commercial or the
BMW film series. But common to all three is that, consciously or unconsciously, they were pieces of
work that became talked about amongst their core audience and thus extended the power of their
creativity. And this could be the future of advertising as media gets cluttered and expensive, and viewers
get cynical; there is a need for advertising to be spoken about to make the brand and its messaging
more impactful.

We are all familiar with the standard measures of advertising effectiveness -- memorability, message
comprehension, persuasion and likeability. However, getting people to talk and discuss the advertising
gives it a multiplier effect that helps to reach and impact more people than before. In an internet-driven
world where information is transactable, this could become the next important measure. Gone are the
days when you could hope to reach your message to the majority of your targeted audience. It's this
word-of-mouth effect that adds to the power of advertising. And creativity would be challenged not only
to get noticed and remembered but also to be exciting enough to be shared.

The main aspect of the communication strategy was the TVCs that included 29 simple stories told
through 29 films – almost one for each day of the IPL. The egg-faced creatures were captured by
cameras enjoying the semis of the IPL with spectators. Vodafone Zoozoos were also invited as special
guests with commentators seeking their gibberish opinion. Consumer engagement was also built via
print, outdoor and retail level POS that used Zoozoos to drive relevant cricket related offerings like score
alerts, match schedules, et al. An SMS-based contest – Star of the Match – gave 20 lucky winners a
chance to experience IPL in South Africa.
There is an interesting yet strong sociological dimension to the endearment success of the Zoozoos.
Borrowing from the cartoon world, they appeal to the child in most of us -- yet the contexts and
situations in which they are placed and the services they sell are so adult and real. Rounded edges,
weird sounds yet decipherable language, and fluidity of movement add to the 'innocence of feelings' in a
world that is getting more and more 'manipulative and angular' in thought. Coincidentally, in the
editorial context in which it ran -- where there was so much of not-so-nice, even ugly 'personal attacks'
in the election campaigning and lots of the almost surreal energetic drama of the IPL -- the appeal of the
Zoozoos lay in the simple return to 'old world charm and innocence.' Disney animation always holds a
unique charm that real life storytelling can never duplicate!

Vodafone perhaps created this campaign as just pieces of communication to leverage their sponsorship
of the IPL. However, the results are instructive for marketers and advertising agencies.

11 million viewers tuned into Set Max to watch the Zoozoo interview during IPL, which was uploaded on
YouTube and had over 50,000 views in less than a week. Zoozoo TVCs were viewed by over 41 million
people across the country. As per TNS Synovate, Vodafone emerged as the most recognized brand in
IPL. Zoozoo on ground activation during the IPL semis achieved over four million views from TV
coverage. It attracted 10 million page views in less than two months on Facebook. Ad age named the
Zoozoo campaign the ‘Top Viral Campaign in the world’.

It was a successful in its effort of a viral marketing campaign, capturing the imagination of millions
across the country. Every age group could relate to their advertisements and showed an interest in
something or the other. Its success could be seen in its domination of social networking sites. They
managed to create a strong sense of association with its customers. At present it has over 7.5 lakh
supporters in its facebook page. Videos of it on YouTube had 3 million hits in 3 weeks and one of it
became the most watched viral video for 2 weeks. During the IPL it was 85% of most visible brand on
screen and was the most watched brand during commercial breaks. Considering other companies,
Vodafone dominated 15% of the commercial ads while Havells had 8% and Airtel and India had 7% each.

ZooZoo advertisements helped Vodafone to increase its customer base by 3.8% in Q1 of FY 2010.
Vodafone India added 7.68 million subscribers in that quarter and reported an increase of 23 percent in
revenue at constant exchange rates.

There is an opportunity and a growing need to maximize returns from a campaign -- and there are
multiple media to engage to achieve that. While traditional 360-degree integrated communications
meant using multiple media to bombard the consumers with your message, a new way of using multiple
media is to develop creative content that naturally lends itself to being talked about and thus gets
present in multiple media. Vodafone Essar claimed that its Zoozoo campaign won three awards
including two Gold and one Silver, at the Asia Marketing Effectiveness (AME) awards ceremony held in
Shanghai.

The ‘Vodafone Zoozoos’ campaign won Gold and Silver in the ‘Most effective use of advertising’
category and the ‘Best Integrated Marketing Campaign’ category respectively. The online Zoozoo
campaign - ‘Guess who has a larger fan following than Mickey Mouse?’ won a Gold in the ‘Most effective
use of interactive marketing’ category.

Kumar Ramanathan, Chief Marketing Officer, Vodafone Essar said, “Over the years, the AME awards
have recognized excellence in marketing campaigns across Asia and it is a matter of great honour to win
three awards at this prestigious platform. I think the success of this campaign can be attributed to the
strong creative synergies between O&M and Vodafone and the easy connect this campaign achieved
with viewers.”

The ZooZoos campaign, though a successful one did have some drawbacks. It was such a head turner
that it became more popular than the network itself. The messages written in text at the end sometimes
proved difficult to comprehend for viewers from semi-urban and rural areas. Probably they would have
been more successful in the long run if they avoided hammering in different products in a very short
span of time.

Finally, the fact that the Zoozoos outdid well-known celebrities this season re-confirms that advertising
cut-throughs are not dependant on the use of known faces. A strong campaign can create celebrities
and the Zoozoos provide Vodafone with characters that can not only become brand mascots but also be
converted into merchandising that can be monetized. In fact, that's the unique power of animated
characters, e.g. Disney ones -- they are brands in search of products -- slap them onto anything
connected especially to children and the price goes up. It taught us the importance of a concept and the
fact that common man could relate to it. The ads proved that low cost ads definitely had the potential to
make a good impact. Most importantly, in the world of confusion it bore a message of keeping it simple.
Answer 2 :
Advertising Agency

An advertising or ad agency is a service business dedicated to creating, planning and handling

advertisements (and sometimes other forms of promotion) for its clients. AN ad agency is
independent from the client and provides an outside point of view to the effort of selling the
client’s products or services. An agency can also handle overall marketing and branding
strategies and sales promotions for its clients.

Since I chose an advertising campaign that relates to Ogilvy & Mather, it would be apt to
choose them and move forward. Ogilvy & Mather is an
international advertising, marketing and public relations agency based in Manhattan and
owned by the WPP Group. The company operates 497 offices in 125 countries with
approximately 16,000 employees. Ogilvy & Mather was founded in 1948 by David Ogilvy, as
"Hewitt, Ogilvy, Benson, & Mather" in Manhattan. The company became a leading worldwide
agency by the 1960s. Central to its growth was its strategy of building brands such as American
Express, BP, Ford, Barbie, Maxwell House, IBM, Kodak, Nestlé,
and Unilever brands Pond's and Dove. Ogilvy & Mather was built on Ogilvy's principles, in
particular, that the function of advertising is to sell and that successful advertising for any
product is based on information about its consumer. His entry into the company of giants
started with several iconic campaigns. In 1989 The Ogilvy Group was purchased by WPP Group.
In India, O&M was the first advertising agency to enter the country. It focuses itself on a local
perspective in accordance with Indian culture. O&M has the following subsidiaries – O&M
Advertising, Ogilvey One Worldwide, Ogilvy PR, Ogilvy Action, Meridian Communications and
Neo. Ogilvy & Mather India swept the Creative ABBY Awards once again this year – for the 13th
time in 14 years since the ABBY Awards were instituted. Ogilvy India was the most awarded
agency in India at the Goafest. Ogilvy won 3 Gold, 30 Bronze, 9 Silver and 1 Grand Prix, with the
3 Gold awarded for the following:
* Vodafone Trial Room/Vodafone Scream/Vodafone Bench – Category Print Single/Telecom
Products & Services
* Vodafone Zoozoos – Category Integrated Advertising/Telecom Products & Services
* The Economist – Baby – Category Direct/Direct Response – Print

Ogilvy and Mather is a full service agency. There are other types of advertising agencies along
with the Full Service agency as discussed below:

Types of advertising agencies

Ad agencies come in all sizes and include everything from one or two-person shops ( which rely
mostly on freelance talent to perform most functions), small to medium sized agencies, large
independents such as SMART and TAXI, and multi-nationals, multi agency conglomerates such
as Omnicom Group, WPP Group and Havas.

1. Full Service Agencies: A full service agency offers their clients a full range of marketing,
communications and promotion services, including planning, creating and producing the
advertising; performing the research and selecting the media. A full service agency may
also offer non-advertising services such as strategic market planning, production of sales
promotion, sales training and trade show. This type of agency is able to provide turn-key
operations as they have access to a wide variety of creative people and other services.
They can lack the desired control by the advertiser and there is also the possibility that
the agency may not fully understand the company, or the product and services being
advertised. They can be close minded and if they aren’t constantly looking for fresh
ideas, creativity can be lost.
2. Limited Service Agencies: Some advertising agencies limit the amount and kind of
service they offer. Such agencies usually offer only one or two of the basic services. For
example, although some agencies that specialize in "creative" also offer strategic
advertising planning service, their basic interest is in the creation of advertising.
Similarly, some "media-buying services" offer media planning service but concentrate on
media buying, placement, and billing.
When the advertiser chooses to use limited-service advertising agencies, it must assume
some of the advertising planning and coordination activities that are routinely handled
by the full-service advertising agency. Thus, the advertiser who uses limited-service
agencies usually takes greater responsibility for the strategic planning function, gives
greater strategic direction to specialist creative or media agencies, and exercises greater
control over the product of these specialized agencies, ensuring that their separate
activities are well-ordered and -coordinated.
3. Specialty or Specialist Agencies: A specialty agency is one that either works within a
particular industry such as - Medical, Real Estate, Education, Financial. A specialty
agency can also be one that work for a particular function such as : Internet, Public
Relations, Marketing, Research. This type of agency is an expert in their particular area
and therefore understands perfectly what works and what does not. They also may
work too independently and therefore the advertiser feels out of the loop, creating an
undesirable working environment. Also, ideas can become stale if you do not
understand the consumer as someone with many interests.
4. In house agencies: Some companies in an effort to reduce costs and maintain greater
control over agency activities have set up their own advertising agencies within their
own organizations. This type of agency is setup, owned and operated by the advertiser.
 Large companies almost always have in-house agencies and it is common for them to
then out source certain projects to retain certain “freshness” for campaigns and special
projects. A major reason for using an in-house agency is to reduce advertising and
promotion costs; therefore, there is more control on behalf of the advertiser. In-house
agencies also have a better understanding of the product and are aware of the goals and
objectives of the company as most likely there is also a public relations and marketing
department within the organizations. Disadvantages are there is less flexibility, less
objectivity and less experience. Workers may be “bias”, or too close to the project and
overtime campaigns can become “stale”.
5. Interactive agencies : Interactive agencies may differentiate themselves by offering a
mix of web design/development, search engine
marketing, internet advertising/marketing, or e-business/e-commerce consulting.
Interactive agencies rose to prominence before the traditional advertising agencies fully
embraced the Internet. Offering a wide range of services, some of the interactive
agencies grew very rapidly, although some have downsized just as rapidly due to
changing market conditions. Today, the most successful interactive agencies are defined
as companies that provide specialized advertising and marketing services for the digital
space. The digital space is defined as any multimedia-enabled electronic channel that an
advertiser's message can be seen or heard from. The 'digital space' translates to the
Internet, kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and mobile).
Interactive agencies function similarly to advertising agencies, although they focus solely
on interactive advertising services. They deliver services such as strategy, creative,
design, video, development, programming (Flash and otherwise), deployment,
management, and fulfillment reporting. Often, interactive agencies provide: digital lead
generation, digital brand development, interactive marketing and communications
strategy, rich media campaigns, interactive video brand experiences, Web 2.0 website
design and development, e-learning Tools, email marketing, SEO/SEM services, PPC
campaign management, content management services, web application development,
and overall data mining & ROI assessment
6. Creative Boutiques: This type of agency provides only creative services which is the
creation and execution of advertisements. Full service agencies often subcontract work
to creative boutiques when they are busy and do not want to hire a full time staff
member. In-house agencies and specialty agencies use these services when they want a
new “fresh” approach to an ad campaign. The work is often fresh and provides a new
outlook to an ad campaign. They are not part of the overall advertising process and
therefore may miss the mark of what the advertiser is looking for. Two way
communications is imperative in this process.
7. Media Buying Agencies: They are independent companies that specialize in the buying
of media, particularly radio and television time. The task of purchasing media has grown
more complex as media opportunities have expanded; therefore, these types of
agencies have found a niche by specializing in the analysis and purchase of advertising
time and space. Advertising agencies, in this case, develop their own media strategies
and hire media buying agencies to execute them. Because these agencies purchase
space in large quantities, they receive discounts and can save the small agency or client
money on media purchase.
8. Search Engine Agencies : Lately, pay per click (PPC) and (SEO) search engine
optimization firms have been classified by some as 'agencies' because they create media
and implement media purchases of text based (or image based, in some instances of
search marketing) ads. This relatively young industry has been slow to adopt the term
'agency', however with the creation of ads (either text or image) and media purchases,
they do technically qualify as 'advertising agencies'. Social Media Agencies - Social
media agencies specialize in promotion of brands in the various social media platforms
like blogs, social networking sites, Q&A sites, discussion forums, microblogs etc. The two
key services of social media agencies are: social & online reputation management
9. Healthcare communications agencies: Healthcare communications agencies specialize in
strategic communications and marketing services for the Healthcare and Life
Science industries. These agencies distinguish themselves through an understanding of
the strict labeling and marketing guidelines mandated by the U.S. Food and Drug
Administration (FDA) and industry group guidelines, most
notably ADVAMED and PHARMA.
10. Medical education agencies : Medical education agencies specialize in creating
educational content for the Healthcare and Life Science industries. These agencies
typically specialize in one of two areas:
Promotional education - education and training materials tied to the promotion of a
given product or therapy
Continuing medical education - accredited education and training materials created for
continuing physician and medical professional education.
11. Other agencies: While not advertising agencies, enterprise technology agencies often
work in tandem with advertising agencies to provide a specialized subset of services
offered by some interactive agencies: Web 2.0 website design and
development, Content management systems, web application development, and other
intuitive technology solutions for the web, mobile devices and emerging digital
platforms. The student-run advertising agency model, which mainly operates out of
university classrooms or as a student groups, provides free advertising services to clients
in exchange for the educational opportunity.
There are different ways of compensating agencies. O&M primarily follow a retainer system.
The others are discussed as below.

Compensation for Advertising Agencies

Ad agencies of all kinds maybe compensated in the following ways

1. Fee-For-Service : A per hour fee for actual time billed.

2. Retainer : A monthly fee based on pre-determined amount of time
3. Commission : 15% over actual cost of placement
4. Mark-Ups : A compensation of approximately 20% above actual hard costs.

Structure of the Advertising Agency

Since it’s a full time agency, it follows a similar organizational structure as illustrated below.

Client Agency Relationship

O&M believe that their existence is to build the business of their clients. The recommendations
that they make to them are in a way as if they owned the companies setting aside their short-
term interest. This is what earns their respect, and obviously builds their greatest asset.
What most clients want from them are not great campaigns, with the spark to ignite sales and
the staying power to build enduring brands. They put the creative function at the top of their
priorities. Hence we get landmark campaigns like the Vodafone – Zoozoo campaign. Especially
since the line between pride in their work and neurotic obstinacy is a very narrow one. They
make their recommendations loud and clear but are not enforcing.
Many of their clients employ them in several countries and it is important that O&M maintain
the same standards in all their offices and they do live it up to that. That is one reason why they
want their own work culture to be more or less the same everywhere.
They do focus on selling products to their clients without offending the mores of the countries
that they do business in. Attempt is made to create an atmosphere in which partnerships with
their clients can flourish. They regard secrecy highly and rarely take credit for their clients
success. They take new business very seriously, especially new business from current clients.
They have a tremendous passion for winning, and that possibly is the reason behind their
stupendous success and immense popularity.
Answer 3 :
Sales Promotion Campaigns :
1. Refrigerator:

A refrigerator is generally not a commodity that would be regularly purchased, but a product
that would probably purchased once in 5-7 years. In the light of this matter a good installment
scheme could prove to be a great differentiating factor from its competitors. An attractive
scheme would induce purchase, even if the product may lack in a feature or two from its
competitors as long as it serves its basic needs to the competitors .Companies could adopt
promotion strategies by way of display at trade shows and free gift and discount options, but
such could easily and quickly copied by competing brands. A unique installment scheme would
be difficult to copy because of different budgets and financial allocations. It provides a strong
differentiating factor and even if copied, would be significantly delayed resulting on the brand
getting an upper hand over competitors.

2. Branded Table Salt:

A table salt is a product that can be used in very few ways to differentiate itself from its
competitors. It is a product that has a low price, thus price promotions would not significantly
change the customers mind. A discount or more value for money may not effectively sway the
choice of a consumer. The most effective sales promotion strategy would be Point of Purchase
(POP) displays. Efficient window displays, display racks and wall displays which showcase the
relevant brand before competitors could certainly leverage its popularity among customers,
provided its well packed and packaged. An efficient POP display that informs the consumer
about the product, in this case, our branded table salt and about its end benefits in an attractive
and informative manner could certainly make the consumer feel that he need not look further
for a different option. A silent promotional tool, yet an effective one in this case that could
cause X brand of table salt to beat its competition.

3. Beauty Parlour:

A beauty parlour provides service, a service that requires a lot of care and if not tended to
properly could result in an unpleasant outcome. However, an excellent promotion strategy to
keep customers coming back would be the concept of privileged memberships. First time users
could be offered a membership facility for a small onetime fee. Thereafter, the customer’s
privilege could be in many ways such as discount offers, access to special promos, and more
value for money, free shave or massage with a haircut, etc. This strategy would win the
customers loyalty and keep them coming back instead of them become a onetime user of the
 facilities.

4. Instant Coffee:

Instant coffee or a beverage derived from brewed coffee beans and is widely available across
markets. There are plenty of choices for a customer in this segment. Thus for a brand of instant
coffee a good promotion strategy would be coupons. This would be ideal as it would leverage
repeat purchase and brand loyalty. Through coupons customers would be able to transact
discount offers and free gifts that go along with the product like coffee mugs. A system where
the coupons are lodged inside the packet would create a sense of mystery and would induce
repeat purchase. Coupons may have simple discounts or go upto large and attractive prize. The
unknown factor of this promotion campaign, along with a good product should prove successful
in gaining an upper hand in the competition.