 "Voda ZooZoos back with IPL")
Vodafone has launched the mobile internet campaign 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.
The campaign will be supported by a series of consumer engagement and advertising innovations. The teaser, which is now live, will be followed by 9 different spots to be unveiled during IPL.
Anuradha Aggarwal, Senior Vice President – Brand Communications & Insights, Vodafone India said, “Vodafone India was one of the first few brands to get associated with the IPL. We are the official partner for IPL and the on-air co-presenting sponsor on TV from the first season (2008 onwards). It has been a fruitful association wherein IPL has delivered high reach through TV and a strong consumer connect for the brand through the on-ground engagement with our customers.”
Talking about the current campaign, Aggarwal said, “This IPL Vodafone’s campaign aims to drive adoption of mobile internet targeting non users of internet. Vodafone brings back our favourite iconic character ZooZoo in a new avatar. The ZooZoo world has featured in our IPL campaign for 3 seasons now and in our endeavour to make it more engaging for our consumers, we decided to bring them back with a fresh twist.”
Vodafone is using the key triggers for Internet adoption, like downloading songs, watching videos, sharing photographs or connecting with friends, to create relevance for adoption of mobile internet. To close the adoption cycle, it is also launching a one time trial pack @ Rs 25 on 2G and Rs 49 on 3G.
Further, 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.