Vodafone's 3G offering is here, and the 'Zoozoo world' yet again serves as the backdrop for the brand's communication.
"We are among the largest 3G players globally, and Vodafone 3G's 'dream come true' kind of experience is what we hope to put forth before subscribers," Aggarwal says.
The Zoozoos, Vodafone's faithful characters, continue to play messenger in this scheme of things. Vodafone's agency, Ogilvy India, therefore came up with a new Zoozoo story, this time with the creation of a superhero-like character - the Super Zoozoo.
Spiderman Meets Rajinikanth
The task is to get people to try 3G. "This is not just a competitive battle, but a battle to grow the pie," clarifies Aggarwal of Vodafone.
Clichés from Indian movies (particularly, those featuring actor Rajinikanth), and Hollywood movies such as Spiderman and Superman, were borrowed to showcase how Super Zoozoo can do incredible things. As the story is so 'filmy', Ogilvy chanced upon the thought of making the communication look and feel like a trailer.
Four teasers were launched on Facebook, inviting people to guess what happens next, in order to arouse curiosity. This was followed by the 60-second revealer (a special preview was given to Facebook contest winners who gave the most interesting interpretations of the teasers, before the revealer went on television) that disclosed the identity of the Super Zoozoo.
As the commercials target those who have been waiting for 3G and probably have a rough idea of what it entails, this ad wasn't made too information-heavy. However, subsequent ads featuring the Super Zoozoo will highlight some of the key service aspects of 3G, and what they spell out for consumers.
The media mix includes television, print, outdoor, 3G experience zones in Vodafone stores, and digital activities. As the advertising was first launched on social media platforms such as Facebook, Vodafone received responses from more than 1.2 million Facebook users, thereby ensuring awareness. There were also homepage takeovers on sites such as Yahoo!, and banner launches on YouTube. Ads on YouTube resulted in 15,000 hits in the first three-four days of its launch.
Superhero Zoozoo? Well...
According to him, the teasers were really good, but the revealer is a bit below his expectations. "Vodafone ads are generally true to life, humane and simple, be it the Zoozoo films, the boy-girl films, or the Irrfan Khan ads. This one goes over the top and is 'Bollywoodish', and hence, not Vodafone in tonality," shrugs Padhi.
Further, he feels Vodafone's idea to put across the brand as a saviour is in the social message territory, which happens to belong to Idea Cellular in the same category. "Why would a brand such as Vodafone go in for something that looks so much like an Idea ad?" he questions. But, Padhi likes the sequences such as the gym one, where the exaggeration is cute and not particularly saviour-like.
Amer Jaleel, national creative director, Lowe Lintas India, is of the opinion that the 3G aspect has been captured in an endearing manner by Vodafone and Ogilvy. "The last time I saw the Zoozoos, I was beginning to wonder if they were being overused. But, this time, the take on them is different and fresh," he remarks. However, he feels that it is still not 'fantastic' or 'the most interesting take on 3G'.
According to Jaleel, the tonality in this ad has more edge than the previous Zoozoo communication. "It is a newer feel for the Zoozoos, but I'm not sure it is a newer feel for the 3G service, if you know what I mean," he shrugs. "Overall, the communication is entertaining and nice, but the stature of 3G deserves a far fresher feel," says Jaleel.