19/04/2017

Vodafone Brings Backs ZooZoos, SuperFans & SuperCheer Steps For IPL 2017 Activation

The telecoms giant, which has been a partner with the Indian Premier League (IPL) since its inception in 2008, is activating around this year’s tournament by bringing back both its Super Fan competition and its animated character ZooZoos.

 

It’s campaign spans TV, digital and social media, and engaging fan initiatives through the competition and the brand’s focus is on the ‘fan factor’.

 

The whole campaign kicked-off with a Vodafone India launch event to celebrate the telco’s 10-year IPL partnership, before rolling out new work led by the return of the brand’s cure cartoon characters.

 

The live animation ZooZoos, which were initially introduced during the second IPL season back in 2009, have become something of a beloved brand icon and have helped Vodafone create a sizeable fan base on social media.

 

Developed with creative agency Ogilvy & Mather, the ZooZoos, this season sees three new ZooZoos TV and digital spots celebrating three cricket moments: ‘Celebrating 10 Years Of…..Huddles’,

 

 

‘Boundaries’,

 

 

and ‘Run Outs’.

 

 

The spots also run on Vodafone’s YouTube and Twitter channels,

 

 

 

 

and the brand is also promoting ZooZoos  Compilation videos too.

 

 

Alongside the ZooZoos, Vodafone is creating various engagement activities during the course of IPL matches revolving around its Vodafone SuperFan programme.

 

This aims to give winning fans once in a lifetime, tournament-related opportunities through a range of initiatives such as ‘SuperFanKiSuperwish’ and ‘SuperCheer’.

 

Vodafone SuperFanKiSuperwish enables lucky SuperFans to win some amazing cricket experiences – many of which have been introduced to the sport for the first time this year.

 

To participate in SuperFan, Vodafone customers can simply SMS SUPERFAN <CITY> to 199 and look forward to making their super wish come true.

 

Alternately fans can download the My Vodafone App.

 

Winners can choose from an impressive set of prize experiences: including dining with their favourite cricketer, to joining IPL stars at a net practice, participating in Extra Innings show on Sony, or taking a selfie with the Vico IPL trophy.

 

Each Vodafone SuperFan will also have a chance to get the match winning ball signed by the winning captain on live television.

 

The initiative is promoted by TV spots and social media pieces rolling out in early April ahead of the tournament’s first over and driving viewers online to download the app at http://bit.ly/2oy4ja9

 

 

 

 

 

 

 

SuperFan’s also get to watch the match with VIP in-stadium treatment,

 

 

while another ‘first in India’ engagement initiative at IPL 2017 gives Vodafone SuperFans the unique feel of cheering for their favourite team from the Front Row of the stadium: even if he/she is not actually in the stadium, but is watching the match from a Vodafone store.

 

This IPL season will also feature Vodafone’s ‘Zumi Cheer’ films: encouraging fans and customers to tap their feet to Zumi Signature steps with Vodafone SuperCheer.

 

‘Vodafone and IPL together have offered unique and engaging experiences to cricket followers and sports enthusiasts over the last decade. If you have loved the iconic Vodafone campaigns over previous editions of IPL, this year is going to be bigger, better and even more action packed,’ said Vodafone India marketing EVP Siddharth Banerjee.

 

Banerjee adds that Vodafone India’s IPL campaign will have plenty of digital weight in the media plan.

 

‘Our spends on digital this financial year increased by 50%. We have also set up an in-house social listening room to understand the pulse of our fan base, he adds.

 

 

Much of Vodafone’s IPL activation is built on the telco’s very own Data Strong Network.

 

Activative Comment:

 

It seems that every IPL season bring a new wave of enthusiasm, excitement and passion amongst Indian cricket lovers and the 2017 tournament is no different.

 

Over the years Vodafone has used its IPL partnership to engage with millions of cricket fans across multiple media platforms and at stadiums right across the nation through initiatives like the ‘Vodafone Fan Army’, ‘Augmented Reality’, ‘Speed is Good’, ‘Hakke Bakke’, ‘#BeSuper’ etc.

 

This year’s work, spearheaded by SuperFan, SuperCheer and the return of the ZooZoos, aims to ensure that viewers, fans and customers can benefit from an array of entertaining, rewarding and adrenaline boosting initiatives to try and make each day of the 2017 tournament ‘super special’.

 

The scale of the activation is matched by its early metrics: with each ZooZoos spot racking up 100,000s of YouTube views and Twitter Likes, plus a further 250,000 or so views for the hero Super Fan spot, the cumulative totals across the campaign already exceeds a million engagements.

 

Links:

 

Vodafone India

www.vodafone.in

https://www.youtube.com/user/vodafoneipl

https://twitter.com/vodafonein

https://www.facebook.com/zoozoo

 

IPL

http://www.iplt20.com/

https://twitter.com/IPL

https://www.instagram.com/iplt20/

https://www.facebook.com/IPL/

 

 



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