Zoozoo
ABSTRACT Today’s media landscape advertisers find it ever more challenging to break through the clutter of competing ads in order to shape consumers attitudes and intentions and move them to purchase. An alternative strategy to greater advertising spending may be more creative advertising, which has been proposed to promote advertising effectiveness. However, researchers have neither agreed on a model of advertising creativity nor conclusively linked
Zoozoo ad campaign to key measures of effectiveness. Based on a sample of twenty real life campaigns from Vodafone’s ZooZoo Campaigns, and a panel of consumer responses, this thesis provides strong support for a of ZooZoo characters based on novelty, meaningfulness, humor, positiveness, and well-craftiness. It concludes that these particular ads were more effective in promoting ad and brand attitudes, brand interest, purchase intentions, ad and brand WOM intentions, as well as perceived ad expenditure and effort.
Results hold even among consumers with a negative general attitude towards advertising. A test of the relative effect of Zoozoo ad campaign and media expenditure on sales value produces inconclusive results, however. Finally, the study shows that the ZooZoo campaigns were considered more creative among consumers and were more effective in their communication.
Executive Summary
In today’s world of competition, firms are selling goods and services through a variety of direct and indirect channels. Mass advertising is not nearly as effective as it was, so marketers are exploring new forms of communication, such as experimental, entertainment, and viral marketing. One such innovative idea is Vodafone’s Zoozoo campaign. Never in the history of Indian advertising we witnessed a campaign that generated so much interest and curiosity among all the segments of the society be it young or old.
In this report, we analyze the marketing strategies used by Vodafone, the efforts that have been put in the
Zoozoo ad campaign to key measures of effectiveness. Based on a sample of twenty real life campaigns from Vodafone’s ZooZoo Campaigns, and a panel of consumer responses, this thesis provides strong support for a of ZooZoo characters based on novelty, meaningfulness, humor, positiveness, and well-craftiness. It concludes that these particular ads were more effective in promoting ad and brand attitudes, brand interest, purchase intentions, ad and brand WOM intentions, as well as perceived ad expenditure and effort.
Results hold even among consumers with a negative general attitude towards advertising. A test of the relative effect of Zoozoo ad campaign and media expenditure on sales value produces inconclusive results, however. Finally, the study shows that the ZooZoo campaigns were considered more creative among consumers and were more effective in their communication.
Executive Summary
In today’s world of competition, firms are selling goods and services through a variety of direct and indirect channels. Mass advertising is not nearly as effective as it was, so marketers are exploring new forms of communication, such as experimental, entertainment, and viral marketing. One such innovative idea is Vodafone’s Zoozoo campaign. Never in the history of Indian advertising we witnessed a campaign that generated so much interest and curiosity among all the segments of the society be it young or old.
In this report, we analyze the marketing strategies used by Vodafone, the efforts that have been put in the