Zoozoo's are back and are even busier this time!

Its IPL time and Vodafone continues its long-term association with the property for next 5 years as “official partner” and “on-air co-presenting sponsor.”

Happy to share with you the new teaser to our Vodafone Mobile Internet campaign and consumer engagement program that we will are launching by end of this week during IPL 2013.

The teaser went on air during the IPL opening ceremony last evening and brings back our favourite iconic character Zoozoo in a different avatar.

They  are back and busier than ever. They're up to something so new and big, they need to recruit and train a whole army for it. The headquarters are buzzing at mind blasting speeds.. shaping up.. speeding up..  you will see why real soon.. catch the action on a phone near you….

The ZooZoo world has featured in our IPL campaign for 3 seasons now, the endeavour on Vodafone’s part is to continue to come up with something new and fresh in this world such that the ZooZoo world doesn’t lose its freshness.

Also different brand propositions need different characters to tell the story convincingly and our new campaign required an army  thus their presence in the teaser.

We will be following the teaser with 9 different spots which will be unveiled in due course during IPL.

Vodafone Mobile Internet Campaign Objective

• The Campaign objective is to drive trial of the internet using the Rs. 25 starter pack, by creating relevance for using internet on the mobile and improving the quality of awareness of the Internet.
• For a non-user of internet, relevance for mobile internet spans across entertainment (videos, music, games, social) and information (job search and how-to)
• We are trying to make the Internet more interesting, less intimidating for those who know there is something called ‘internet’ but don’t use it.
• This could also drive higher occasions of use of the Internet in the already penetrated cities and demographics.

Concept behind the campaign:

• We have used the key triggers for Internet adoption (downloading songs, watching videos, sharing photographs or connecting with friends) to create relevance for adoption of mobile internet . Also leave a larger message that Internet is your access point for everything.
• To close the adoption cycle, we are also launching a one time trial pack @ Rs 25 on 2G and Rs 49 on 3G.

Action on Ground:

• Apart from this, We are also giving 76 Vodafone SuperFan a money can’t buy experience where they get picked up at home in a luxury car, be flown to the match in style, get to sit in the hospitality box, get goodies and of course a match ball autographed by the winning captain on Live TV.
• This season, we are also involving the distributors and trade in this promotion as we have rights to send more person can go to the ground ( but not on Live TV ) who will be able to shake hands with a player.
• A high-decibel complete 360 degree campaign involving Point of Sale, Radio and digital plan is already in action on promoting this activity which is meant to be of a means of driving mobile Internet pack sales.
• Details of other on-ground activations and some more surprises along with the new campaign which will go on air by end of this week will be shared in due course of time