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Thursday, April 30

Mere Pass ZooZoo hai!!

Amidst all the IPL hoopla, the new series of Vodafone ZooZoo ads stand out. You can read the entire story of the making, the production, the props and people involved in the campaign here at afaqs... Ads on youtube here.

Was speaking to my friend Kumar @ Ogilvy after browsing through the zoozoo fan club on facebook(it's got > 26K fans!!) a while back and then generally thought about the zoozoos...

1. Talk Value. It's a great example of awesome creatives generating a natural buzz for the brand in internet time. With the top end of the audience now digitally immersed, they are commenting on, participating in the zoozoo conversation.

Also the brand is giving back enough stuff - wallpapers, screensavers, ringtones, IPL related offers, special tag-me images, Zoozoo sounds(Zoozoo laughter and music tracks, ad previews, Twitter updates etc.

2. Stories. But is that enough? Perhaps not. Maybe there is space for an entire zoozoo world with zoozoobeings with their zoozoo antics! In a digital world, the digital creative has an infinite life and therefore if you have great creative content like the 'zoozoos' one could look at creating more stories for niche consumption and popular culture seeding. Of course vodafone has done good stuff through the zoozoo quizzes and contests!! But there is scope for much more.

3. Conversation Creative.Zoozoos are a great example of a new creative style - the conversation creative where the TV creative generates great and ongoing conversations in the digital world(and of course the offline world as well). The 26K+ fans on facebook, the 84 comments on the afaqs article, the twitter fan following are all adding on to the conversation.

While I quickly scanned through the comments on afaqs, stumbled upon some zoozooisms- "Mummy mujhe zoozoo lagi hai", zoomply great, keep zoo zooing, zoo che!!!

This is a new strain of co-created conversation creative that is being created in real time and the agency and brand team can brainstorm how best to make use of it...

It is interesting content which can either die a natural death or put to better use!
Also, is the brand bold enough to open up the Zoozoo creative for the consumers to play! A campaign that can create 26K fans in a short time has great UGC potential.

4. Amplification. The other area where brands need to put more focus is amplification of the 'core idea'. A great and viral-ble idea like the zoozoos should now be amplified and seeded into popular culture. Of course the facebook, twitter stuff is good but perhaps it needs to be amplified through the mobile phone to really blow up the idea in a big way!!

5. Surprise is the new consistency. In the consumers-are-bored-and-networked era, brands must learn to surprise their followers rather than needlessly bother about consistency. Zoozoos have nothing in common with the pug(apart from the simplicity and cuteness quotient) or the Vodafone boy-n-girl, yet they make for arresting memorable stories. The consumer mind has evolved to a stage where he/ she can store these multiple stories and enjoy them and connect them back to Vodafone.

We shouldn't worry too much if the Zoozoos get more Talk Value in the short term than Vodafone itself! Zoozoos, the pug are cute characters , obviously they will get talked about more than the brand name...

Once again, some inspiring stuff from Ogilvy and very digital-media-friendly creatives...

1 comment:

Reshma Anand said...

These elements once they catch on like a rage seem to make the decision seem 'so right' when we look at it in hindsight. Though when evaluating a go / no go decision - there are enough and more reasons that hinder such ideas. One question often asked is...how is this going translate to bottom-lines.The truth is - there are no safe bets - you just have to follow your conviction and go for it!