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With more than 65,000 users joining the world of ZooZoos on its Facebook.com brand page called ‘ZooZoos’ in 15 days, it seems that Vodafone brand has hit the right chord, as far as social media campaign is concerned.
The ZooZoos brand page has become bigger than groups or brand pages of some of the recent social movements, which had gathered a lot of attention on Facebook.com in India.
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For instance, the Pink Chaddi campaign’s Facebook group called “A consortium of pub-going, loose and forward women” launched on February 5, 2009, got 38,298 members within the eight days of its launch.
A Facebook group called “One million strong for Bombay – I want my city back, enough is enough”, which emerged after the Mumbai terror attacks in November 2008 got 22,401 members.
Even MTV Roadies, which also generated a lot of buzz among youth members on Facebook.com, has only 33,545 fans on its brand page developed for its sixth season.
Interestingly, ZooZoos’ page on Facebook has also outperformed the official website of IPL called IPLT20.com, which is supposed to get huge traffic due to the ongoing tournament.
Neo@Ogilvy, the digital arm of O&M, which is managing the ZooZoos Facebook brand page claims that it has received 2.6 million page views till yet, since its launch on April 20. While IPLT20.com has merely got more than 0.5 million page views in April, as per the data available on Vizisense.com.
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Can the large number of fan following for ZooZoos on Facebook.com be counted as a success? According to Harit Nagpal, chief marketing officer, Vodafone India, the success is not defined solely by the number of fans, but also by the extent of engagement that it will build with the consumers.
To build and sustain engagement on the ZooZoos Facebook brand page, Vodafone uploads its television commercial on daily basis.
Speaking to afaqs!, Prasanth Mohanachandran, executive director, digital services, Ogilvy One Worldwide says, “We release the ZooZoos TVCs exclusively on Facebook.com, even before airing it on TV channels and Facebook members are the first ones to watch the ZooZoos ads daily.”
Already 18 television commercials (TVC) are uploaded on Facebook. Vodafone will be releasing a total of 30 ZooZoos ads during the IPL season on TV Channels and all of them will be uploaded on Facebook first. The ads have received more than 3,700 comments.
Mohanachandran adds, “Apart from uploading new content, we are actively responding to the demands of our fans or interacting with them.”
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For instance, the agency has recently added downloadable sound clips or music files of ZooZoo ads on its Facebook brand page in response to the demands of various fans. A video showing the making or behind the scenes of ZooZoo ads has also been uploaded, as some of the fans posted messages on the ZooZoo brand page that they want to know about the making of the ads.
The agency is also designing additional wallpapers, apart from the existing ones, in reply to the demand of some of its fans. It will be sending a DVD consisting of all the 30 TVCs, after releasing all the ads on TV, to a fan who has requested a copy of TVCs on Facebook.
Mohanachandran reveals that the level of engagement has reached to a level where fans have started using the ZooZoo characters to create image, which they are uploading it on the brand page.
2400 messages have already been posted on the ZooZoos brand page’s wall.
It is important to note that the popularity of ZooZoos is not only restricted to Facebook. Consumers are searching for ZooZoos on Google and watching ZooZoos TVCs on a special section called the VodafoneIPL, created by the mobile operator on the video sharing site -YouTube.in.
On May 4, the keyword ‘ZooZoo’ was the third highest search word on Google.co.in and its YouTube channel is the second most subscribed channel in India.
© 2010 afaqs!From Mithun, Fri 29 May 2009 06:49:06 PM An amazing concept, that has actually captured the attention of millions which not even the power brand of SRK or AB couldn't. But i feel, Vodafone shouldn't restrict the ZooZoo concept just to TVC and effectively extend it to Soft Toys and other accessories like bags, key rings etc.. I guess thats what an Integrated Marketing Communication means.. isn't it !!!
From aditi bhasin, Mon 25 May 2009 01:29:11 PM Amazing brand recall that O& M has been. In today's age of digitalisation, they have created icons that have a amazing connect with all age groups. They have broken away from the clutter of brand ambassadors, of Airtel.Simple, clean and appealing !!
From upasana ray, Sun 24 May 2009 11:06:17 PM I just LOVE Zoo zoos...............
From Arun Rafi, Mon 18 May 2009 04:29:42 PM Zoozoo has certainly delivered.Atleast creating much more visibility for vodafone than airtel for sure.Whether it translates too more sales is to be seen.However the primary motive of an ad is fulfilled by vodafone.
Most importatly i dont know if airtel was prepared for ths kind of an attack from teh zoozoo.Airtel is being far too repetitive with their emotional bonding theme and vidya balan and madhavan are not the “chemistry couple” anymore.That is where zoozoo scores,18 ads and we are not fed up.
Airtel talks about the recessionary theme in their lates ads, but vodafones beaten it by actually making a low cost ad (3 crores for 30 ads, shot in 10 days) and to top it they look pretty expensive.
Read my first of zoozoo posts on
http://arunrafi.wordpress.com/2009/05/15/zoozooattack/
From Ujjwal bhardwaj, Mon 11 May 2009 04:49:15 PM As a management graduate , i loved the entire concept behind Zoo-Zoos commercial. Creativity at its best and my heartiest congratulations to O&M team and ofcourse Vodafone. The Ad gels nicely accross all the age groups.
The Ad is a brilliant example of story telling thru body language ,activities and events with a wonderful music score that compliments the AD. Kudos to O&M.....keep it up
From srikanth, Sun 10 May 2009 08:30:11 PM Wonderful idea good creative thinking by O & M India. Good work keep it up cheers
From Shaikh Abdul Basit Obaidullah, Sun 10 May 2009 05:06:13 PM Amazing advertisement espacially for childrens. My brother and sister are loving it. It is very useful to give a brand lively character so that people can easily relate it to the brand and strengthen the brand name in the market. simple and successful ad.
From Vaishakhi, Sun 10 May 2009 03:11:26 PM hey the concept of zoo zoo is merely an eye-catching one in ads these days... Hats off to a person who thought about such concepts and specially crating a gr8 competition...but yes the work is damn good and thanks to all those for bringing to us such comic and beautiful ads after a long time...
From sarojini, Sun 10 May 2009 11:56:56 AM I simple love watching zoo-zoos. I am not a great fan of cricket but watch it just fpr the zoo-zoos
campaign . A very smart campaign as after watching the ad. one is eager to look out for the message conveyed by these zoo-zoos. Brilliant campaign by the agency. Hope the person behind this campaign idea is given the credit and his/her hard work appreciated for zoo-zoos ad. success.
From anjali yadav, Sun 10 May 2009 10:08:14 AM bravo !!!! marketing team of O & M ,this is awesome innovation and mind blowing bend of creativity these people have emerged with covering the concepts from all the angles .brilliant idea of non verbal communication and timely delivery .
Go ahead vodafone you cought the right people,at right time for right performance
From Bibhudendu Pattanaik, Sat 09 May 2009 09:17:16 PM Excellent Ad which takes the Hutch and its Puppy (Dog) away from your mind. what an evolution. Excellent creative. It only reminds me of VAS i am not sure of what kind of VAS but at the end of it, i only remembers if i have to find any VAS service its Vodafone which offers the most and wide range. The numbers have not been effectively communicated through the Ads because the Zoo Zoos have more imparct. Anyways solves the purpose and creates a top of mind recall of the brand. Vodafone and Zoo Zoos what a clear and crystal combination. bcoz you cant associate the Zoo Zoos except Vodafone. To me here the purpose is solved. Good work guys. India is the best.
From shray Bhatia, Sat 09 May 2009 08:52:02 PM ZooZoo are in air these days and vodaphone have cracked a good campaign but i feel these adds are not able to convey what vodaphone wants to say.Their service package or scheme is shown for a few sec which is too less & that too in end people are liking zoozoo so they watch the add they are least bothered of the services.
From Veena, Sat 09 May 2009 07:33:45 PM wht a unique ad. this ad make me force to do some sort of research on it and it was shocking when i come to know how this ad is actually made. really man no one can make it. wht a ad u guys deserve a big Applause.
From Sneha..D, Sat 09 May 2009 05:04:03 PM Great mind..... Great idea................Great creation.............. Love you zoozoo
From Binkoo, Sat 09 May 2009 02:46:28 PM Great job done, ZooZoo has rocked brank Vodafone
From sanjay, Sat 09 May 2009 02:27:09 PM thanks for nice ad and a new creativity very good and best of luck
From Prabha Sreenivasan, Sat 09 May 2009 11:40:25 AM Congrats to the wonderful and creative team who conceived and thought of the zoo-zoos. they are too cute. they are almost human in their way of reacting to sitautions. the gibberish that they talk is simply cute. Hats off to a great team Keep it going guys!
From reshmi patra, Sat 09 May 2009 10:28:26 AM Zozooooo ads are a defination of the simple ads which are to stay with all....
all d best 2 the teams
From goutam chakravorty, Sat 09 May 2009 08:20:44 AM Originality is the key to any brands success! The so called ZooZoos characters are lifted straight from shutterstock image bank and changed a bit, if you search for "little 3D people" u know what i am talking about. Now the latest ads tried to hide the bare feet's by giving them red shoes! Think Original.
From Critic, Fri 08 May 2009 01:54:28 PM ZooZoo's are very cute and all off that. I wonder if anyone is seeng if, a. the VAS base is growing and b. are ZooZoos becoming bigger than Vodafone? Remember Digen Verma????
From Sumon Ghosh ( Delhi, India ), Fri 08 May 2009 12:52:12 PM What a creative Idea of you. Where is no dialouge no human figure . Their movemet and activities presents what they want to say. We belive that it is the laughing & funnyest Add. Vodafone can also take the Zoozoos to meet people through some on-ground activity. Waiting for next Idea.
All the best of ZooZoos.
Lot of Love for them.
From Aby Mullassery, Fri 08 May 2009 10:50:16 AM It was really tremendous effort put in by the creative team, wonderful add..... This will rock and will definately hit the other telecom competitors.
From bharat, Fri 08 May 2009 10:44:34 AM One of my all time best AD. Good work O & M.AD has an international feel.
From Lallit Vaishnav, Fri 08 May 2009 10:08:21 AM The concept of Zoo zoo.. realy great... it touches hearts of all.... nobody wants to change channel during add comes on TV... the very uniq thhings of Vodafone's add.. its also very simple... very sweet... rocking Zoo Zoo...
From sanni saini, Fri 08 May 2009 09:43:06 AM ogilvy rocks..........
From Jagtar, Fri 08 May 2009 08:32:37 AM In the simply way....Fabulous work.
About the grow...it means we are doing some diffrent heart touching work.
Gr8 Job !!!!
From BHASKAR J BORAH, Thu 07 May 2009 01:32:16 PM Earlier i think that these characters are the animated one. I really enjoyed. Now today I know this is a live animation. Wow.........Superb, Specially the miss call alert one. Really heads off to the director of the AD.
From paresh oswal, Wed 06 May 2009 10:04:26 PM In bambaiya language "it zakas ad" good creative, good concept, execellent execution zoozoo is cute, keep it up. I m vodafone user n it nr 2 my heart.
From Manu Pant, Wed 06 May 2009 07:41:54 PM Well ..well ..well ... Zoozoo much talked about ... is good when it comes to creativity but the big question does it really communicate what it is intended to.The time to launch such a campaign is appreciable,but its all about converting the mindshare gained through this campaign into actual revenues.... It is not the number of hits on the internet which counts but the increment it makes to the topline as well as to the bottom line of Vodafone as the campaign accounts for lot of marketting spends so better it would be to judge Zoozoo on the basis of how it compelles it target audience ..
From Dhara Naik, Wed 06 May 2009 07:25:27 PM Simply out of the box concept.. i think they should come up with zoo zoo merchandise & soft toys.. it will stir the market even more... another milestone of creativity.
From Ganesh, Wed 06 May 2009 07:16:58 PM Hutch got life because of PUG.. And now Vodafone got life because of Zoozoos... Hail O n' M...
From ajay, Wed 06 May 2009 06:47:17 PM Its great .amazing without using the animation..............
great job done by O&M
From rajesh sinha, Wed 06 May 2009 06:15:13 PM it's really cool. i love it even more when my 2 years old daughter stops to watch it every time it comes on. the creative team deserves kudos for not complicating the story line. i love you zoozoo.
From vikrant, Wed 06 May 2009 05:55:00 PM Superb creative idea n well planned scheduling of spots on IPL...it will rock!!!
From Shishir, Wed 06 May 2009 03:50:23 PM congrats to zoo zoos BUT STILLl we have to see whether this campaign has hit the cords of vodafone consumers else all in vain...........
From Nidhi , Wed 06 May 2009 03:03:51 PM I think the concept of ZoosZoos is simply rocking , its an excellent ad and yes i look forward for each day to catch up with a new zoozoo act. The creative team has done a fab job.
From Vodafone, Wed 06 May 2009 02:38:49 PM happy to know that ZooZoos are creating a lot of buzz round the world. Watch these amazing discoveries in..
From aditi, Wed 06 May 2009 02:32:57 PM ZooZoos are brilliant! One cant help but laugh & wait for next one......this is biggest USP. Vodafone can also take the Zoozoos to meet people through some on-ground activity. Meeting the zoozoos can draw huge crowd now that it has such a tremendous fan following.
Great work team O&M and Vodafone!!
From Brajesh Soni, Wed 06 May 2009 02:00:03 PM Zoozoos
After hearing this name people start laughing. This is the great campaign is launched by Vodafone after the Pug one.
I really like Zoozoos commercial and very keen to wait for next one.
I want to collect its 30 TVC in one track. Hope, I will find the same on Youtube.
All The Best Zoozoos..
From Ritz, Wed 06 May 2009 01:23:09 PM Must say O&M has done a gr8 job...................keep up the goooooooooooodddddddd work guys :)
From nirmala, Wed 06 May 2009 12:48:15 PM we the senior citizens watch theZOO_ZOOS and laugh from the core of our hearts and wait for the new eone .
congratulations VODAFONE marketing team for this endearing idea and creation.
From Noby , Wed 06 May 2009 12:40:23 PM Zozo's simply rock.. and they rock for their simplicity..
Kudos to the creative team.. Absolutely Brilliant
From Sahil, Wed 06 May 2009 12:04:34 PM Amazing conceot, amazing delivery and deserved success...I love the characters..Killer
From Anjita , Wed 06 May 2009 11:45:38 AM Zoozoos are in the air :- Its amazing to see how everyone is talking about Zoozoos these days. The pace with which Zoozoos have picked up is mind blowing.. Everytime the commercial is aired, it brings a smile on each face. Brilliant Campaign by Ogilvy , must say!
I think Vodaphone should introduce Zoozoos soft toys.. it will do wonders... :)
From Shyamsree, Wed 06 May 2009 11:25:34 AM Love the Zoo-Zoos and so does my 2.5 yr young niece. Cudos to the marketing team of Vodafone and ofcourse to the O&M team. Zoo-Zoos are an endearing creation with superb execution. With no dialogue or human face, it is purely on body language, gibberish and brilliant sign off music score that the ads bring on a smile. The way the marketing plan covers a 360 degree approach to reach out to the audiences has ensured the success of the campaign both on-air and on other medium like the internet.
From Abhinav, Wed 06 May 2009 11:20:43 AM i mean these figures stand fr its sucess and zoozoo has become a wel known name of every household.... n is the latest Star... a gift of O&M.....
