The television campaign, executed by Ogilvy and Mather, features the
Zumi Army slogging hard in the MyVodafone app factory. The little
animated characters are seen checking out various services provided by
the app including recharge, WhatsApp, Facebook, music, and movies. The
TVC is supported by its presence on social media, as well as a series of
on-ground activations communicating the app's various features and
benefits.
For the record, the MyVodafone App provides personalised experience to post-paid and prepaid customers, as well as non-Vodafone customers. It offers services such as data usage, plan details, bill payment, recharge, and access to M-Pesa account. It also lets users recharge/pay bills for friends and family
.
Speaking about the introduction of ZooZoos in the campaign, Siddharth Banerjee, national head, brand communication and insights, Vodafone India, says that its customer feedback and conversations on social media indicate that customers still look forward to watching the ZooZoos.
"Hence, MyVodafone App was an ideal platform to bring back ZooZoos to help customers discover the world of Vodafone," notes Banerjee.
History of ZooZoos
Launched in 2009 during the IPL season, ZooZoos have been typically used once a year to promote new products and offerings.
ZooZoos Season I (2009) saw a series of 27 television spots talk about value-added services. The telecom company also launched the ZooZoo fan page the same year. The company claims that it was the first telecom brand globally to reach a target of 1,00,000 million fans. During IPL 2009, it claimed that 2.6 million people visited the page in 10 days.
Taking a cue from the immense popularity of these characters, Vodafone tied up with Shoppers Stop to launch ZooZoo merchandise. ZooZoos Audibles were also launched in association with Yahoo! Messenger and Windows Live Clients.
During Season II in 2010, Vodafone recreated the magic of the ZooZoos for the second consecutive year with 29 new television spots. Season II (2011) witnessed the introduction of Super ZooZoos with a series of 10 new television spots to create awareness about the Vodafone 3G.
With the arrival of Season III (2013), ZooZoos were back to drive adoption of the mobile internet with nine television spots. Vodafone introduced Zumis, a new ZooZoo internet army, which sang and danced to promote the Vodafone internet.
The last season (2014) saw the ZooZoos return to communicate Vodafone's differentiated customer experience. Each TV commercial depicted ZooZoos in a creative manner to connect with customer pain point.
In a bid to celebrate reaching 10 million fans, Vodafone created an exclusive application which customises a ZooZoo video for fans. Each fan got his/her own Zoo Zoo video.
Feed the need
Speaking about the need to launch MyVodafone App, Banerjee notes that customers are getting increasingly comfortable with apps and use them to shop, subscribe to services, and access news/information.
"Keeping these evolving needs of customers in mind, the MyVodafone App allows customers to view usage, pay and track bills/recharges for self and family, buy recharges and bonus cards, get best offers/plans/packs, activate/schedule domestic and international roaming, make MNP requests and locate stores, and track service requests," explains Banerjee..
He further adds that the app has an edge over third party payment apps like Paytm and Mobikwik, owing to the availability of M-Pesa mobile wallet.
The wallet, he says, enables customers to deposit and withdraw cash through a nearby M-Pesa agent/outlet, send money to any bank or any mobile in the country, pay merchants for goods and services, and make utility bill payments. According to him, it caters to all segments of society, from the unbanked to the under banked, as well as to net-savvy and evolved customers.
Currently, the app is available only on Android and will soon be rolled out across devices.
Message delivered?
Our experts feel that Vodafone India has done a good job in balancing the message with the memorable characters.
"It keeps one interested and looking out for details each time we see the ad," he notes, but adds nevertheless that ZooZoos do tend to overshadow the brand message a little.
Though it is a nicely tied-up ad that keeps the viewer interested, Chakraborty feels that it does lack freshness in music and set-up. For him, the campaign will be not as strong as the earlier ZooZoo spots owing to the overuse of the popular characters.
Echoing a similar sentiment, Vivek Rao, chief creative officer - North, L&K Saatchi & Saatchi, feels that the company could have pushed the execution a notch higher.
"Like it did when it introduced its 3G services with its Superhero ZooZoos," he recalls.
Adding that the return of the ZooZoos hasn't overshadowed the brand message, Rao asserts that resorting to successful execution usually leads to favourable results. However, it misses on the distinctive factor.
"It could well be that it's about keeping the brand alive in the public mind before it's back with something big," he concludes.
When
it comes to online business we have detailed analytics that show us
exactly how consumers behave when they reach a website. Visitor numbers,
visitor pathways, entrance pages, exit pages, visitor intent (divined
from their on-site journey), conversions, visitor interests, abandonment
rate, bounce rate and visitor loyalty is the roll call of many a report
that tries to show why an online business is not living up to its full
potential.
What almost all of these reports and the many presentations that attend them do not show is that whenever a business fails to connect with its audience and turn a profit, almost always, the missing ingredient is trust. Whether a website serves ads or sells a product or service, in order for a visitor to spend enough time on it to make a decision that will lead to the kind of outcome the website owner expects, a series of internal events have to take place.
At the point where an article is read, a piece of information is consumed or a product or service is bought a connection has been made. That connection is the result of a nearly subconscious decision to accept a relational bond between the site and the online visitor. No relational exchange or indeed bond of any kind can take place without trust, however tentative, being present. The presence of trust is the direct result of a four-step trust building approach that underpins it in every situation:
It really is about building a relationship. It doesn’t matter whether the connection to be made is between a person and a website or an algorithm or a machine. The moment there is a connection that needs to be made, we are talking about a relationship which also means that we then have a relational exchange of values taking place which will happen (or not) only if trust is there.
Consider, for example, the case of Google’s driverless cars. They are governed by complex algorithms powered by neural networks running deep learning architecture can perform flawlessly in almost any driving condition. They do not tire, their attention does not wane, they are not significantly affected by changes to the driving conditions and they do not suddenly forget driving laws. Despite this perfection when it comes to performing certain tasks in traffic they, currently, fail.
What stops them from performing perfectly is trust. When we are in traffic, despite the perception of individuals isolated within their cars, we are all connected in a complex network of intent (our destination), activity (we all driving), environment (the road network) and heuristics (the way we each use the rules of driving). All of this makes for a potent mix of relational exchanges that subconsciously take place all the time.
In order to change speed and lane and overtake a vehicle for instance we have to have a clear understanding of the capabilities of each car, the conditions of the road, the speed limit, the intention of other drivers around us, their ability to correctly understand what we are doing and give us space plus the possibility of their being less than perfectly attentive to their driving and not seeing us. Trust in others plays a significant element in our decision making. It is trust (or rather the lack of it), that funnily enough stops the perfectly driven driverless cars from being perfect drivers.
Where driverless cars fail is that they operate exactly the way we don’t: they’re in total sync with the technicalities of the road, the traffic conditions and the requirements for perfectly safe driving but they are in total isolation in relation to everybody else around them. Being machines in a sea of humans they fail to connect at the empathic level which allows us to predict what is irrational behavior: someone cutting in front of us without signaling, a car undertaking us on a lane which they shouldn’t, drivers that slow down to give us space in their lane when there is nothing in the driving code that says they should.
All of which brings us back to that moment when a visitor lands on your website and experiences, for the first time your online business. Great content, perfect information and a sleek design are OK, but if you are looking to connect, for the first time with a prospect then you need to ask a simple question: do the four steps of trust-building mentioned above project the humanity of your business? And if they do is there a way for a connection to be made? Is there a particular style, tone and character in the way you do business that will help humanize the experience?
It is only by answering questions like these that you will get to the real reasons behind the list of metrics and the issues they reveal that we started this article with.
- See more at: http://www.socialmediatoday.com/marketing/how-make-your-business-be-trusted#sthash.Ssao5V7q.dpuf
What almost all of these reports and the many presentations that attend them do not show is that whenever a business fails to connect with its audience and turn a profit, almost always, the missing ingredient is trust. Whether a website serves ads or sells a product or service, in order for a visitor to spend enough time on it to make a decision that will lead to the kind of outcome the website owner expects, a series of internal events have to take place.
At the point where an article is read, a piece of information is consumed or a product or service is bought a connection has been made. That connection is the result of a nearly subconscious decision to accept a relational bond between the site and the online visitor. No relational exchange or indeed bond of any kind can take place without trust, however tentative, being present. The presence of trust is the direct result of a four-step trust building approach that underpins it in every situation:
- Contact
- Perception
- Assessment
- Connection
Trust Runs Everything
The factors that can lead to a business underperforming and a website not working properly can come under many different labels: technical issues, design problems but practically all of them feed into the “Contact” and “Perception” stages of the four-step trust-building approach.It really is about building a relationship. It doesn’t matter whether the connection to be made is between a person and a website or an algorithm or a machine. The moment there is a connection that needs to be made, we are talking about a relationship which also means that we then have a relational exchange of values taking place which will happen (or not) only if trust is there.
Consider, for example, the case of Google’s driverless cars. They are governed by complex algorithms powered by neural networks running deep learning architecture can perform flawlessly in almost any driving condition. They do not tire, their attention does not wane, they are not significantly affected by changes to the driving conditions and they do not suddenly forget driving laws. Despite this perfection when it comes to performing certain tasks in traffic they, currently, fail.
What stops them from performing perfectly is trust. When we are in traffic, despite the perception of individuals isolated within their cars, we are all connected in a complex network of intent (our destination), activity (we all driving), environment (the road network) and heuristics (the way we each use the rules of driving). All of this makes for a potent mix of relational exchanges that subconsciously take place all the time.
In order to change speed and lane and overtake a vehicle for instance we have to have a clear understanding of the capabilities of each car, the conditions of the road, the speed limit, the intention of other drivers around us, their ability to correctly understand what we are doing and give us space plus the possibility of their being less than perfectly attentive to their driving and not seeing us. Trust in others plays a significant element in our decision making. It is trust (or rather the lack of it), that funnily enough stops the perfectly driven driverless cars from being perfect drivers.
Where driverless cars fail is that they operate exactly the way we don’t: they’re in total sync with the technicalities of the road, the traffic conditions and the requirements for perfectly safe driving but they are in total isolation in relation to everybody else around them. Being machines in a sea of humans they fail to connect at the empathic level which allows us to predict what is irrational behavior: someone cutting in front of us without signaling, a car undertaking us on a lane which they shouldn’t, drivers that slow down to give us space in their lane when there is nothing in the driving code that says they should.
Perfection is Less Than Perfect
The example of Google’s driverless cars also shows how businesses often go wrong. Erroneously thinking that what customers value above all else is perfection they try hard to project a sleek, faceless façade they hope will project quiet efficiency and elicit trust, forgetting that what we really value is a human to human connection that will take into account the quirks of being … human.All of which brings us back to that moment when a visitor lands on your website and experiences, for the first time your online business. Great content, perfect information and a sleek design are OK, but if you are looking to connect, for the first time with a prospect then you need to ask a simple question: do the four steps of trust-building mentioned above project the humanity of your business? And if they do is there a way for a connection to be made? Is there a particular style, tone and character in the way you do business that will help humanize the experience?
It is only by answering questions like these that you will get to the real reasons behind the list of metrics and the issues they reveal that we started this article with.
- See more at: http://www.socialmediatoday.com/marketing/how-make-your-business-be-trusted#sthash.Ssao5V7q.dpuf
When
it comes to online business we have detailed analytics that show us
exactly how consumers behave when they reach a website. Visitor numbers,
visitor pathways, entrance pages, exit pages, visitor intent (divined
from their on-site journey), conversions, visitor interests, abandonment
rate, bounce rate and visitor loyalty is the roll call of many a report
that tries to show why an online business is not living up to its full
potential.
What almost all of these reports and the many presentations that attend them do not show is that whenever a business fails to connect with its audience and turn a profit, almost always, the missing ingredient is trust. Whether a website serves ads or sells a product or service, in order for a visitor to spend enough time on it to make a decision that will lead to the kind of outcome the website owner expects, a series of internal events have to take place.
At the point where an article is read, a piece of information is consumed or a product or service is bought a connection has been made. That connection is the result of a nearly subconscious decision to accept a relational bond between the site and the online visitor. No relational exchange or indeed bond of any kind can take place without trust, however tentative, being present. The presence of trust is the direct result of a four-step trust building approach that underpins it in every situation:
It really is about building a relationship. It doesn’t matter whether the connection to be made is between a person and a website or an algorithm or a machine. The moment there is a connection that needs to be made, we are talking about a relationship which also means that we then have a relational exchange of values taking place which will happen (or not) only if trust is there.
Consider, for example, the case of Google’s driverless cars. They are governed by complex algorithms powered by neural networks running deep learning architecture can perform flawlessly in almost any driving condition. They do not tire, their attention does not wane, they are not significantly affected by changes to the driving conditions and they do not suddenly forget driving laws. Despite this perfection when it comes to performing certain tasks in traffic they, currently, fail.
What stops them from performing perfectly is trust. When we are in traffic, despite the perception of individuals isolated within their cars, we are all connected in a complex network of intent (our destination), activity (we all driving), environment (the road network) and heuristics (the way we each use the rules of driving). All of this makes for a potent mix of relational exchanges that subconsciously take place all the time.
In order to change speed and lane and overtake a vehicle for instance we have to have a clear understanding of the capabilities of each car, the conditions of the road, the speed limit, the intention of other drivers around us, their ability to correctly understand what we are doing and give us space plus the possibility of their being less than perfectly attentive to their driving and not seeing us. Trust in others plays a significant element in our decision making. It is trust (or rather the lack of it), that funnily enough stops the perfectly driven driverless cars from being perfect drivers.
Where driverless cars fail is that they operate exactly the way we don’t: they’re in total sync with the technicalities of the road, the traffic conditions and the requirements for perfectly safe driving but they are in total isolation in relation to everybody else around them. Being machines in a sea of humans they fail to connect at the empathic level which allows us to predict what is irrational behavior: someone cutting in front of us without signaling, a car undertaking us on a lane which they shouldn’t, drivers that slow down to give us space in their lane when there is nothing in the driving code that says they should.
All of which brings us back to that moment when a visitor lands on your website and experiences, for the first time your online business. Great content, perfect information and a sleek design are OK, but if you are looking to connect, for the first time with a prospect then you need to ask a simple question: do the four steps of trust-building mentioned above project the humanity of your business? And if they do is there a way for a connection to be made? Is there a particular style, tone and character in the way you do business that will help humanize the experience?
It is only by answering questions like these that you will get to the real reasons behind the list of metrics and the issues they reveal that we started this article with.
- See more at: http://www.socialmediatoday.com/marketing/how-make-your-business-be-trusted#sthash.Ssao5V7q.dpuf
What almost all of these reports and the many presentations that attend them do not show is that whenever a business fails to connect with its audience and turn a profit, almost always, the missing ingredient is trust. Whether a website serves ads or sells a product or service, in order for a visitor to spend enough time on it to make a decision that will lead to the kind of outcome the website owner expects, a series of internal events have to take place.
At the point where an article is read, a piece of information is consumed or a product or service is bought a connection has been made. That connection is the result of a nearly subconscious decision to accept a relational bond between the site and the online visitor. No relational exchange or indeed bond of any kind can take place without trust, however tentative, being present. The presence of trust is the direct result of a four-step trust building approach that underpins it in every situation:
- Contact
- Perception
- Assessment
- Connection
Trust Runs Everything
The factors that can lead to a business underperforming and a website not working properly can come under many different labels: technical issues, design problems but practically all of them feed into the “Contact” and “Perception” stages of the four-step trust-building approach.It really is about building a relationship. It doesn’t matter whether the connection to be made is between a person and a website or an algorithm or a machine. The moment there is a connection that needs to be made, we are talking about a relationship which also means that we then have a relational exchange of values taking place which will happen (or not) only if trust is there.
Consider, for example, the case of Google’s driverless cars. They are governed by complex algorithms powered by neural networks running deep learning architecture can perform flawlessly in almost any driving condition. They do not tire, their attention does not wane, they are not significantly affected by changes to the driving conditions and they do not suddenly forget driving laws. Despite this perfection when it comes to performing certain tasks in traffic they, currently, fail.
What stops them from performing perfectly is trust. When we are in traffic, despite the perception of individuals isolated within their cars, we are all connected in a complex network of intent (our destination), activity (we all driving), environment (the road network) and heuristics (the way we each use the rules of driving). All of this makes for a potent mix of relational exchanges that subconsciously take place all the time.
In order to change speed and lane and overtake a vehicle for instance we have to have a clear understanding of the capabilities of each car, the conditions of the road, the speed limit, the intention of other drivers around us, their ability to correctly understand what we are doing and give us space plus the possibility of their being less than perfectly attentive to their driving and not seeing us. Trust in others plays a significant element in our decision making. It is trust (or rather the lack of it), that funnily enough stops the perfectly driven driverless cars from being perfect drivers.
Where driverless cars fail is that they operate exactly the way we don’t: they’re in total sync with the technicalities of the road, the traffic conditions and the requirements for perfectly safe driving but they are in total isolation in relation to everybody else around them. Being machines in a sea of humans they fail to connect at the empathic level which allows us to predict what is irrational behavior: someone cutting in front of us without signaling, a car undertaking us on a lane which they shouldn’t, drivers that slow down to give us space in their lane when there is nothing in the driving code that says they should.
Perfection is Less Than Perfect
The example of Google’s driverless cars also shows how businesses often go wrong. Erroneously thinking that what customers value above all else is perfection they try hard to project a sleek, faceless façade they hope will project quiet efficiency and elicit trust, forgetting that what we really value is a human to human connection that will take into account the quirks of being … human.All of which brings us back to that moment when a visitor lands on your website and experiences, for the first time your online business. Great content, perfect information and a sleek design are OK, but if you are looking to connect, for the first time with a prospect then you need to ask a simple question: do the four steps of trust-building mentioned above project the humanity of your business? And if they do is there a way for a connection to be made? Is there a particular style, tone and character in the way you do business that will help humanize the experience?
It is only by answering questions like these that you will get to the real reasons behind the list of metrics and the issues they reveal that we started this article with.
- See more at: http://www.socialmediatoday.com/marketing/how-make-your-business-be-trusted#sthash.Ssao5V7q.dpuf
Hello, my name is Jack Sparrow. I'm a 50 year old self-employed Pirate from the Caribbean.
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