INTRODUCTION

Vodafone in India is a subsidiary of Vodafone group and commenced operations in 1994 when its predecessor Hutchison telecom acquired the license for Mumbai

Vodafone now has operations in 16 circles covering 86% of India s mobile customer base with over 34.1 million customers. Vodafone has been named as the best mobile service in country and also the most creative and effective advertiser of the year.

VODAFONE AND IPL

Vodafone is the official telecom partner for IPL since 2008. It has partnered again with IPL for next 5 years as the official partner and on air co-presenting sponsor for the IPL. Vodafone India is the only official partner from the previous seasons that has signed up for the next five years at about 35 crore per season.

 Vodafone has launched the Super Fan contest for the Indian Premier League (IPL) 2013. This contest would let 76 lucky Vodafone customers stand a chance to win a match ball autographed by the winning captain on Live TV during 76 matches, in the 54 day long tournament.

 Subscribers need to SMS Fan to 111 (toll free) to participate. The Vodafone Super Fan contest is available for Post-paid and Pre-paid Vodafone Customers with an active internet connection and non-users who buy an active internet pack. For each match, the Super Fan is selected centrally through a lucky draw, well in advance of the match date

 Being the associate sponsor of IPL, Vodafone have paid around 70 crore to MSM. MSM is Multi Screen Media Limited which runs Max channel. Due to controversies in IPL season 6, MSM Limited has decreased their associate sponsorship rates to 3.75 4 lakhs per 10 seconds, which was 4.5 lakhs last year.

Vodafone have allocated Rs 60 crore just for ads per match.

HAPPY TO HELP
Vodafone Account was bestowed the opportunity to come up with a campaign which would run during IPL, season 2. Vodafone had gone with the Happy to help campaign in Season one, and looking at the popularity. It wanted the campaign to encompass the whole series with 360 degree marketing which would touch the lives of Indians who would be drowned in Cricket fever, and remain in their hearts even after the series is over.

 Zoozoo characters were promoted by Vodafone during IPL 2.

The campaign was to promote the Value Added Services (VAS) which was offered by Vodafone at that time.

 About 30 different television ads for VAS including cricket offers, beauty alerts, phone backup, chota credit, Vodafone maps, Vodafone call filter, musical greetingsand many more.

WHY IPL??
Value Added Services of Vodafone needed more promotion. Value Added Services are considered as cash cow for the company. IPL was a perfect platform to attract huge number of users to VAS. Zoozoos was a perfect way to spread the brand.

 This IPL Vodafones campaign aims to drive adoption of mobile internet targeting non-users of internet
Vodafone have a base of 80 million users. The campaign is aimed at reaching out to the 48 million non-users and many more on our network who can in the short term upgrade to internet enabled phones.

HOW DID THE BRAND REACH CUSTOMER?

Vodafone advertised that whoever wins the Vodafone Superfan Contest will get a money cant 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.

 Vodafone holds 15% share in the commercial space allotted by IPL. 85% of most visible brand on screen. Most watched brand during breaks. Commercial space of Airtel and Idea were 7% each.

IMPACT
Doubtlessly, IPL social media activities using the Zoozoos have added to the brands fast growing consumer base, with over 10 million fans already.

The zoozoo effect have lead to a 7% increase in vodafones revenue from data browsing.
Most watched ad and most remembered.

 Vodafone itself as per the FY13 reports claims to have seen a growth in its revenue by 10.6 per cent.

BENEFITS TO VODAFONE
Enhancing brand awareness and image Extending the range of products and services Adding value to services

Making the products reach consumers

IPL is one of the biggest mass media properties in the country and gives the brands a very effective, large scale platform to connect with its consumers.

OUTCOME
Vodafone which had a low brand image in the beginning was able to capture a significant portion of the market share through this event and the customer base was increased by 10% leading to a significant increase in revenue their by achieving its objectives.

CURRENT STRATEGY
The current ZooZoo campaign for this IPL season was pushing mobile phone users to accessVodafones data trial packs, starting at Rs. 25 for 2G a.nd Rs. 49 for 3G

THANK YOU!!!