My 3.5-year old daughter loves them. They leave her speechless for a good 30-seconds – a near impossible task in itself. They are the toast of the blogosphere and media with everyone going ga-ga over them. Deservingly so. The official fan club of ZooZoos at Facebook has over 140,000 fans. It’s videos are the most subscribed this month at YouTube. They even got them live on the IPL cricket telecast. There must be at least 15 different spots so far (apparently the total number is 30!) and they are coming out of every pore.
Is it an overkill? Are the characters becoming larger than the brand? While the campaign is meant to create awareness and trial for the VAS, how many of them will be remembered? Among the lot released so far, I can remember recall only 3 -beauty alerts, love tips and perhaps cricket commentary. The average mobile consumer will perhaps remember only one or two VAS features. How many of them are they likely to subscribe to? On the other hand, Airtel’s mobile payment films with Madhavan-Vidya Balan were focused on just that service and for me, stand a better chance of being recalled or subscribed to.
No, this is not a case of sour grapes. It’s a fantastic idea, superbly executed. Just wondering if they went a tad overboard on the servings. What say?
3 Comments
Umm, not sure. I think the Zoozoos are a great brand engagement idea. I am not sure how successfuly they will sell beauty tip etc – they are doing a good job of selling the brand. A far as 15 films vs 30 films are concerned, as long as the films are loved, its fine. Again, how many of them will sell a particular service, I don’t know and I am not betting on them to push the service sales much.
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Rahul, I agree with you about the campaign being engaging (to say the least) and making the brand Vodafone endearing.
This is my first visit at your blog. It looks like I’ll keep coming back for more. 🙂
On the post now. From the pug these guys have come up with the ZooZoos. Everyone seems to be in love. They do increase brand recall for Vodafone. I guess till they are doing good for the brand, it would be wise to stick with them. Cheers
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