Saturday, May 09, 2009

Best Marketing Practice : ZOOZOO

One of the best campaigns I have seen so far is the Vodafone's ZooZoo campaign. Never in the history of Indian advertising we witnessed a campaign that generated so much interest and curiosity among all the segments of the society be it young or old.
So much has been written about ZooZoo in various media. Hence I am not going to repeat it all over.

Read a wonderful analysis in afaqs here : Afaqs on ZooZoo

Another nice one in Businessline : Business Line on ZooZoo

Rajesh of Blogworks on ZooZoo : Here

Some ZooZoo ads here : ZooZoo collection

I never expected Vodafone to be a creative volcano.When Hutch became Vodafone, I was little sceptic whether the creative spark of Hutch will be carried forward by Vodafone. The news of the famous Pug being discarded deepened my scepticism.

But the brand just beat all those cynicism . The Happy to Help campaign and the VAS campaign all proved that this is a brand that will do anything to be creative.

ZooZoo was created to promote the value added services ( VAS) of Vodafone. Vodafone was trying hard to capture the VAS Space because it is a potential cash cow for cellular companies.
Vodafone also wanted to make the most of the IPL season 2. Although IPL is a crowd puller, it is also a marketer's nightmare because of the clutter. IPL attracts all the deep pocket advertisers and to standout, one needs to think out of the box.

Thus ZooZoo was born. ZooZoo is a semi alien semi-human character living in an earth-like place ( lot of which is left to the viewer's imagination).These are very very simpe biengs who are very expressive. They laugh aloud , cry loud and have a child like simplicity around them. I think many of us wanted to be such an expressive being which makes ZooZoo very personal .

The success of ZooZoo is the success of minimalism and simplicity. Although the production process of ZooZoo ads are not simple, as a consumer I was attracted to the simplicity of the concept and the execution. ZooZoo also highlights the power of storytelling. Each ads tells a very simple story. Afterall brands are made through story telling.

Another factor that aided the success of ZooZoo is the scale of the campaign.Reports suggest that there are around 25 different ads of ZooZoo to be aired during this IPL season. This unprecedented scale has kept the curiosity high among the viewers. It has infact dwarfed all the other advertisers in this season.
There is lot of risk being taken behind this campaign. The Vodafone managers who okayed this campaign may have risked their jobs to bring out such a massive campaign. The agency also risked their credibility. One should appreciate the creative talent of O&M and Nirvana Films who proved that Indian Advertising has come of age.

Vodafone has taken ZooZoo beyond advertising. The fanclub in the facebook page of ZooZoo has already touched 70,000 and counting. The brand has comeout with an interactive quiz that shows the type of ZooZoo you are : here
There are also mobile downloads of wallpaper, screensaver etc.

All these has transformed into a great viral movement. There are already a plethora of mail forwards and blogposts celebrating ZooZoo.

ZooZoo is a great marketing story. Vodafone has benefitted immensely by this campaign. It caught the attention and fancy of the consumers, aroused curiosity, told stories and made people retell the story.

Marketing Guru Seth Godin always emphasised that Brands should be Remarkable. He defined remarkable as " Worthy of Making a Remark about "

The ZooZoo is a classic example of being Remarkable...