How do you get a country to believe 3G is synonymous with Vodafone 3G services? Especially when we were amongst the last operators to launch our otherwise parity 3G services?The market was abuzz with a new technology called 3G, but only a few understood its relevance in their daily lives. Vodafone strategically planned to simplify the technology for consumers.We did this by promoting the 3G services with our much loved 2 year old communication icon – The Vodafone Zoozoos. To clearly communicate the superiority of the Vodafone 3G service, we created a superhero symbolic of our Faster, Smarter, Better 3G services.

We refurbished these lovable characters and gave 1 of them super powers - all emanating from the functional benefits of a superior quality 3G service.

Thus Zoozoo turned into a Super Zoozoo who was Faster, Smarter and Better just like Vodafone 3G service.

Teasers were launched online and followed up on televisionThe campaign and its superhero, Super Zoozoo, were launched exclusively on our YouTube channel and Facebook page. This 60 second commercial was then taken to television, with a sponsorship of the Indian Cricket Premier League.Mobile experience zones, super Zoozoo character appearing at the cricket stadiums and the recreated 3G world in malls helped consumers experience Vodafone 3G up close and personal.

The website had the Super Zoozoo take users on a journey of the Vodafone 3G world and its benefits. Facebook and Youtube featured a series of Super Zoozoo adventures, urging consumers to try out new Vodafone 3G services every week. A mobile game brought alive the features of the Faster, Smarter, Better Vodafone 3G service. Super Zoozoo mania was such that we ended up actually retailing an exclusive merchandise with the country’s leading department store chain.

Vodafone3G had penetrated 40% of the total addressable base with over 2m trials, establishing Vodafone in the leadership position. It was reviewed as one of the best of 2011 by leading newspapers and magazines and a study by Synovate placed it as the most recalled and engaging during the 2011’s Cricket World Cup and Indian Premier League tournaments.

Milward Brown’s 3G communication evaluation study gave Vodafone highest scores on relevance of communication, preference, brand stature etc.

2G data usage, registered a growth of 210% thereby forcing the increase of 2G data rates to manage bandwidth.

We added over half a million Facebook fans, to take the tally up to over 2.2m fans – more than even Mickey mouse. 2.1m visitors accessed the content on the microsite and the youtube channel had 1.5m visits in the first month alone. The mobile game had more than half a million downloads, even more than Angry Birds in India.