imc plan for vodafone
Post on 16-Jan-2015
3.981 Views
Preview:
DESCRIPTION
TRANSCRIPT
Integrated Marketing Communications Plan
Group 8Aditya | Indrajit | Krishna | Neeraj | Prateek | Silpa
HUTCH CAMPAIGN-“ Wherever you go
our network follows”
REBRANDING CAMPAIGN-“Change is good”“Happy to Help”
ZOOZOO CAMPAIGN-VAS “ Make the Most of Now”
3G “SuperHero”
VODAFONE’S DELIGHT and EVERYBODY’S WELCOME
CAMPAIGN
SPONSORSHIPS& EVENTS
1992
2000
2003
Acquired by Vodafone : 67% Stake
Rebranding Campaign
Vodafone 3G Campaign
Enters India:
Maxtouch
Essar Acquisition
Introduction of The hutch
puppy
Turns Pink!!
2007
Introduction of Zoozoo
Converted to Orange: Hi Campaign
2005
20092011
2001
The Hutch network was personified as the adorable pug dog following the cute little owner
HUTCH CAMPAIGN
TV “Wherever You Go Our Network Follows You” ADS
CELEBRITY ENDORSEMENTSRahul Dravid
Irfan Khan
OUTDOOR
Hoardings
Billboards
CHANGE IS GOODHUTCH IS NOW VODAFONE
REBRANDING CAMPAIGN- Brand Transition
The New Logo
New Logo representing a bubble for speech
TV24 Hours Road Block ON Star TV Network
The commercial shows Hutch dog
moving out of pink house and moving
into red house.HUTCH TO VODAFONE.wmvThe tagline “ Hutch is now Vodafone” was
translated in multiple languages
PrintSupplementary
with TV ads across all main
newspapersOutdoor
Message appeared in 150 towns & in
400,000 shopsHoardings,
billboards& kiosks
InternetWebsite Makeover
from pink to red
RadioNew jingle- New
upbeat version of the same Hutch
sound
HAPPY TO HELP- Vodafone Customer Care Service
Symbolize a mobile phone customer care service as willing and eager to help as the little pug
Vodafone kick-started ‘Happy to Help’, in Kerala, to help bring relief to commuters during heavy rains. Vodafone ushers were stationed with huge umbrellas at major railway stations in Kerala to help people to and from the platforms.
From the Hutch Puppy to ZOOZOO
INTEGRATED PLANTV
More than 25different aired during IPL2 to promote VAS
Sponsorships- IPL2
PrintSupplemented with TV ads across all main newspapers
OutdoorHoardings, billboards&
kiosks
InternetSocial Networking Sites : Facebook Fan Page
Downloadabe ringtones, videosMicrosites: “What kind of Zoozoo are you?”
Zoozoo Merchandise
Introduction of the THE ‘3G SUPERMAN’
Vodafone posted interesting message on their Facebook page which indicated a campaign that featuring ZooZoo describing about a flying object which eventually turns out to be the 3G Superman
TEASER ADS
INTEGRATED PLAN
TV ads- Teaser ads and “3G Superman”
PrintSupplementary with
TV ads across all main newspapers
OOH : ‘Super Weeks’Internet
•Social Networking Sites•Youtube
SUPER ZOOZOO in DLF, Saket and Ambience Mall
40 ft tall 3D Super ZooZoo cut out using LED lights on glasses and the Super ZooZoo smashing the wall deployed in Ahmedabad and Delhi.
‘Email Super Week‘ in Mumbai
‘Cricket Super Week’ in Hyderabad
‘Cricket Super Week’ in Mumbai
Branding on buses
Hoarding
A series of hoardings deployed with creative using 3D effect wherein 'Super' ZooZoo was breaking the Hoardings and in the last creative emerges at the Superman.
VODAFONE DELIGHTS
Vodafone is promoting “Delights”, a world of exclusive deals and discounts, with a TV advertising campaign featuring school girls in black and white films. “Classroom”, “Cycles” and “Annual Day” show the emotional response associated with receiving special gifts.
RESULTS
Videos had 3 million hits in 3 weeksMost watched viral videos for 2 weeks
88% awareness of the re-branding, a day after 24 hour road block on Star TV network
327, 660 fans on the Facebook fan page
SPONSORSHIPS- BIGG BOSS
•“Vodafone Bigg Boss Voice SMS competition”: Vodafone mobile subscribers can ask a question to their favorite Big Boss House Mate during BiggBoss 3•“Vodafone Bigg Boss Ask Question to BiggBoss5 housemates ”
RACE TO FAME CONTEST- October 2011
One of the winners of the Vodafone Race to Fame contest with Lewis Hamilton and Jenson ButtonVODAFONE RACE CONTEST.wmv
Date : 28th October, 2007Prize Money = $ 160,000Celebrity Marathoner : Javed Jaffrey
The Blackberry Boys Campaign• Endeavor to take Blackberry services mainstream• Music Video got a huge fan following
Vodafone Fun Campaign
• Campaign launched with IPL 5 in 2012
• Stands for to do things on the Vodafone network
CONCLUSION
IMC APPROACH OF VODAFONE CAMPAIGNS
top related