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