The latest commercials by Vodafone featuring Zoozoos have hit the Indian Market like a storm. They have caught attention, became popular and will now probably go into history as one of the most brilliant advertising idea for the industry. The question on every advertising manager’s mind will be “Why have they clicked?” Can there really be an answer to this!
If you look at the history of Vodafone in India, they have had a similarly succesful campaign when they were known as Hutch. The Hutch Puppy started as a small campaign, grew into a really popular one and got a lot of recognition. The Hutch Puppy probably had a decent enough brand value and now you can see a puppy being used in a lot of other ads trying to use that brand equity, which Vodafone did not care to take along.
You can never tell what will click with the masses. Sometimes the most perfectly surveyed and tested campaigns fail miserably (example the new coke campaign) and sometimes small campaigns become a rage! This campaign of Vodafone Zoozoos should get credit for all aspects! Vodafone launched the campaign during IPL, one of the most expensive times to launch a campaign on television. Vodafone made 15-30 advertisements for different services offered, which involved a decent commitment to the campaign! Plus they have taken all the right steps to make it popular both on television and online.
The advertisement also puts a question in front of other telecom companies, does having big movie stars and cricketers as their brand ambassadors really help? Can’t simple animated characters based on local theatre slim built women dressed in white costumes, called Zoozoos draw more attention? It has changed the way advertising can be done and seen! A new trend, a new wave!