Group 8 Integrated Marketing Communications IIM Shillong (2011-2013)

1. Integrated Marketing Communications Plan
Group 8
Aditya | Indrajit | Krishna | Neeraj | Prateek | Silpa

2. HUTCH CAMPAIGN- VODAFONE’S DELIGHT and
“ Wherever you go EVERYBODY’S WELCOME
our network follows” CAMPAIGN
REBRANDING CAMPAIGN-
“Change is good”
“Happy to Help” SPONSORSHIPS
& EVENTS
ZOOZOO CAMPAIGN-
VAS “ Make the Most of Now”
3G “SuperHero”

3. Vodafone 3G
Campaign
Acquired by
Introduction of Vodafone :
The hutch 67% Stake
puppy 2011
2009
2007
Essar 2005
Acquisition
2003
Enters 2001
India:
2000 Rebranding Introduction
Maxtouch Turns Pink!!
Campaign of Zoozoo
1992
Converted to
Orange: Hi
Campaign

4. HUTCH CAMPAIGN
The Hutch network was personified as the adorable
pug dog following the cute little owner

5. TV
“Wherever You Go Our Network Follows You” ADS
CELEBRITY ENDORSEMENTS
Rahul Dravid
Irfan Khan
OUTDOOR
Hoardings
Billboards

6. REBRANDING CAMPAIGN- Brand Transition
CHANGE IS GOOD
HUTCH IS NOW VODAFONE

7. The New Logo
New Logo representing a bubble for speech

8. TV Print Internet
24 Hours Road Block Supplementary with Website Makeover
ON Star TV Network TV ads across all from pink to red
The commercial shows main newspapers
Hutch dog moving out
of pink house and Outdoor
moving into red house.
Radio
Message appeared
HUTCH TO in 150 towns & in New jingle- New
VODAFONE.wmv 400,000 shops upbeat version of
The tagline “ Hutch is the same Hutch
Hoardings, sound
now Vodafone” was billboards& kiosks
translated in multiple
languages

9. 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.

10. From the Hutch Puppy to ZOOZOO

11. INTEGRATED PLAN
TV Print
More than 25different aired Supplemented with TV ads
during IPL2 to promote VAS across all main newspapers
Outdoor
Sponsorships- IPL2 Hoardings, billboards&
kiosks
Internet
Social Networking Sites : Facebook Fan Page
Downloadabe ringtones, videos
Microsites: “What kind of Zoozoo are you?”

13. Zoozoo Merchandise

14. Introduction of the THE ‘3G SUPERMAN’
TEASER ADS
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

15. INTEGRATED PLAN
Print
TV ads- Teaser ads and Supplementary with
“3G Superman” TV ads across all main
newspapers
Internet
•Social Networking Sites OOH : ‘Super Weeks’
•Youtube

16. ‘Email Super Week‘ in Mumbai
‘Cricket Super Week’ in Mumbai
SUPER ZOOZOO in
DLF, Saket and
Ambience Mall
40 ft tall 3D Super ZooZoo cut out
Branding on buses using LED lights on glasses and the
Super ZooZoo smashing the wall
‘Cricket Super Week’ in Hyderabad deployed in Ahmedabad and Delhi.

17. 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.

18. 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.

20. RESULTS
Videos had 3 million hits in 3 weeks
Most 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

22. 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 ”

23. RACE TO FAME CONTEST- October 2011
One of the winners of the Vodafone Race
to Fame contest with Lewis Hamilton and
Jenson Button
VODAFONE RACE CONTEST.wmv

24. Date : 28th October, 2007
Prize Money = $ 160,000
Celebrity Marathoner : Javed Jaffrey

26. The Blackberry Boys Campaign
• Endeavor to take Blackberry services mainstream
• Music Video got a huge fan following

27. Vodafone Fun Campaign
• Campaign launched
with IPL 5 in 2012
• Stands for to do
things on the
Vodafone network

28. CONCLUSION
IMC APPROACH OF VODAFONE CAMPAIGNS