Zoozoo Mania
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Vodafone’s new commercial campaign during the IPL cricket tournament in India became a run over hit. Vodafone had launched a campaign of 30 ads featuring the value added services that the company offers. The ads were released one by one stretching through the IPL cricket tournament with one ad being released everyday or every second day. This was done so that people don’t get bored watching the same ad over and over again.
The campaign took the nation by storm. Everywhere people were talking about this campaign. There were as many talks about this campaign as there were about the matches being played. Now this is a big statement considering that cricket is nothing less than a religion in India. So what was so special about this campaign? Were their value added services so unique? Actually vodafone is providing most of these services from quite some time, so there was nothing new about these services. So what was different about this campaign? The answer is Zoozoo.
Zoozoo is an imaginary character created by Vodafone's agency Ogilvy India. Vodafone wanted to promote it's value added services and for that it wanted a charcter to form a link between their various ads. And hence, Zoozoo was created. Zoozoo has a big egg-shapedhead with scrawny legs and thin body. At first look, it looks like an alien. Zoozoo speaks a completely gibbrish language. Their movements, body language, emotions, gestures are all human like. The idea was to create a wrold which is very similar to humans yet very different. Then Vodafone created funny stories featurinf Zoozoo and related them to their value added services. Zoozooz are so lovable, funny and they have some madness about them that people connected to them immediately.
They're all real
So are they animated characters? Zoozooz look like animations but actually they are real people wearing body suits. All the Zoozoo characters are played by theatre actors wearing tight body suits stuffed with foam to create round bodies and a large head made of a material called Perspex. The expressions on the faces of the Zoozooz, deliberately simplistic and limited in number, were all made in rubber and pasted onto their heads. The actors couldn't even see through the large heads which they were wearing.
Zoozooz had thin limbs, contrasted with big bellies and a bulbous head, all add to the illusion that these creatures are ‘smaller’ than humans. Though the fact is that all the adult actors were used for shooting of these ads instead of the kids which would have been the perfect fit. So to make Zoozooz look small in size, big sets were created. Cinematically size was the trick. To make the Zoozooz look smaller, the speed of shooting was altered and the ads were shot in a high-speed format.
Why so much hype?
Zoozooz became a hit in no time. Just within 15 days of the release of the first ad, zoozooz were all over the place.There are Zoozoo fan clubs on Internet, Zoozoo, on Facebook has already over 57000 members, Zoozoo is on Twitter, Zoozoo goodies, t-shirts, mugs, keychains, toys are on the way, contests featuring zoozooz are on the rise, "A day in the life of Zoozoo" is planned on Twitter. So basically Zoozoo has opened up a huge market.
But what made Zoozoo 'click'?
Zoozooz have something mysterious about them. When they first aired on television, they seemed to be like aliens but they emoted and gesticulated much like the humans. The mystery about them made people excited about them.
They have certain madness about them. They behave in a funny yet human way. They are adorable, lovable and funny which makes people get emotional about them.
The stories told in 30 commercials are great. The greatest part about them is that Vodafone related these stories with the service they were promoting in a very intelligent way which made up for an intelligent advertising. Certainly better than those stupid commercials whose storyline has nothing to do with the product they are promoting.
Review of Zoozoo Commercial Marketing
Zoozoo was marketed very well. IPL provided a great platform for the Zoozoo commercials. People got to see various funny zoozoo advertisements. And the strategy of releasing the advertisements on a daily basis made people stick to their television sets even during the breaks. And also, people didn’t get bored watching the same ad over and over again. In fact, a curiosity was developed about “What next?”
Zoozoo seemed to be animated characters initially. But when the news came that there are real people behind the Zoozooz, the curiosity level took a further leap. People got more excited about the advertisements.
The charm of the Zoozoo was itself a great self marketing that Zoozoo did for itself. People liked the gestures and innocent faces of the Zoozoo. They wanted to see more of the Zoozoo. Zoozoo made everyone’s inside child come alive.
For now, Vodafone has announced to launch the Zoozoo goodies like zoozoo toys, zoozoo mugs, zoozoo keychains, zoozoo t-shirts and many more. You can look for some Zoozoo goodies here.
Zoozoo has created a big audience and opened up a big market. Now how long Zoozoo is able to maintain this Zoozoo Mania is a big question. People are crazy about Zoozoo these days. But how long this craze will stay is a question. But for the marketing students, Zoozoo story is a big lesson to learn.
Zoozooz are hit, but what about the services they were meant to endorse. In all the hype about the Zoozooz, the actual reason about their existence seems to be in a wilderness. Zoozooz were meant to endorse the value added services of Vodafone and they did that quite well but over time, they have overpowered the brand itself. This is because Zoozooz have themselves become a brand now.
Vodafone’s marketing strategies went well with the Zoozooz. They released 30 ads in around 45 days which created a sudden hype about the Zoozooz and the commercials. Yes it did promoted the VAS and many people got to know about the services they were previously not aware of. But it will be interesting to see how much good these advertisements do for these services.
It will also be interesting to see how Vodafone uses Zoozoo in the future. They have released 30 advertisements at a stretch. Zoozooz were meant to endorse VAS, but now it’s almost definite that they will get promoted to become full scale brand endorsers of the company. But how much Vodafone will be able to keep it’s identity in front of Zoozoo which has suddenly overpowered the brand itself.
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I NEED A TOY OF ZOOZOO TO GIFT IT TO MY RELATIVES CAN U SEND ME THE DETAILS TO VIJAY1289@REDIFFMAIL.COM
i need a T shirt of zoo zoo can i know were i can get it
I love zoozoo.How can i get zoozoo t-shirt and zoozoo c.d.my email is sandeeparora1244@yahoo.com.Pls reply.
hey..!!
where can i get zoo zoo goodies in delhi.?
can anyone help me.?
my e-mail id is-- gandharv.kool@gmail.com
I WANT TP BUY ZOO ZOO FOR MY SELF
ACN ANYBODY TELL ME
THAT FRM WHERE CAN I BUY
my e-mail is eku_shah@123
Pls can u tell me where I can buy a zoozoo doll as my son who is 3 yr old daily asks me to buy him one.I am in Pune
dsdivya@yahoo.com
Plz provide me the details of zoozoo toys keychain & other goodies plz inform me manish1915@yahoo.com
where can i get zoozoo goodies in bhopal
i want to zoozoo dress please call me no:-9987563212
can i get zoozoo goodies bcoz my daughter is in love ,and i want to gift her for her birthday pls send me details that how can get it
hi can anyone plz help me in getting a zoozoo toy . i love it . so plz if anyone knows it plz tell me in rammdu007@gmail.com
hey all, please goto shoppers stop zoozoo page for zoozoo tshirts
Plz provide me the details of zoozoo toys keychain & other goodies ..plz inform me nishaan05@gmail.com ..
Can I get soft keychains of Zoozoo????
i need a soft toy of zoozoo.can u send me?????
All zoozoo T Shirts are available in Shopper's Stop...juz fro Rs 199 per t shirt.
And sum Mugs n stuff are available in Archies Gallery.!
Need T-shirts in Pune ,Please mail on amol.behere@in.schneider-electric.com,amol.schneider@gmail.com
i also need some soft toys of zoozoo.... to gift it 2 ma frndz ........... plz send me details ma id getangel_73@yahoo.in
also need car hanging zoozoo.............. m 4m chd.... really neeed it.plzzzz help me
for my sons second birthday ,i want zoozoo as the theme...i want hoardings ,stufftoy of zoozoo as return gift,stickers of zoozoo for cutlery and crockery,and baloons and lootbags,like everything of zoozoo,please help me as soon as possible
sorry forgot to give. my mail id....cyrusj_yoge@hotmail.com,please reply as soon as possible
hello
can i get zoozoo soft toy
how can i get zoozoo toy
pls mail me at rakesh261987@gmail.com
Hi...can i get zoo zoo's goodies.....in Delhi..need it madly....... my emails id is: divya.dzine@gmail.com.... if you have any info....pls lemme know....
Hi...i want zozo goodies and soft toys...please help me out where i can get it......my email id is...er.namisharma@gmail.com
i want a vodafone zoo zoo doll or toy...plz mail me where i can purchase...especially at chennai...reply soon...brindha.suja@gmail.com
Where can i get zoozoo wallpapers in chennai my mail ID calekshmi@rediffmail.com
Where can i get ZOO ZOO speaking toy or Any ZOO ZOO toy ,My 11month old son loves it lot ....i want to gift him for his birthday
please send me details where i can purchase...especially at Bangalore INDIA...please reply to shoamb@googlemail.com
Thanks in adavance
Can any one let me know where can i get ZOO ZOO doll or toy in chennai or hyderabad...please send details to my id : vrpaturi@yahoo.co.in..thanks
I NEED A TOY OF ZOOZOO TO GIFT IT TO MY RELATIVES CAN U SEND ME THE DETAILS TO ajmerkhan_123@yahoo.com
hey i need a softtoy of zoozoo!!..please can anybody lemme noe..where can i get it!!..i need to gift it 2 a very special person!...please my email id is sowmya_93@yahoo.co.in
hey plz can u tell me whr i can get a zoozoo goodies or soft toys... pls reply to runish02@hotmail.com
I want a Zoo Zoo Dress for one of my functions? kindly let me know the details for the same on my mail ID; pushkarbrahme@gmail.com
i want zoo t-shirts
I am in a liking towards ZooZoo doll.Plese send me the soft copy of those to my Id.
hi
i need a zoozoo dress.
where shall i get in bangalore.i need it for a function
Hi,i get ZooZoo do you believe this ? bye
I would like to have a zoo zoo dress, pls advise where can I get it. DO we get this on rent also or I'll buy it. Please advise, where can I get zoo dress in Delhi, Dwarka..
hey can u gimme information zoozoo toys availabilty in hyderabad? my id sarath.t.nitw@gmail.com
can any one tel me where can i get zoozoo t shirt for my 2 year baby in hyd?my id is s.saketha@yahoo.co.in
Can anyone suggest where can i buy/get zoozoo soft toy/doll to gifft my friend..
pls mail me the details to sudhakar.jazz@gmail.com
hi
i need a zoozoo dress.
where shall i get in Thane ( Mumbai .i need it for a function
I NEED A TOY OF ZOOZOO TO GIFT IT TO MY RELATIVES CAN U SEND ME THE DETAILS TO satti.csit@gmail.com
Plz provide me the details of zoozoo toys keychain & other goodies plz inform me satti.csit@gmail.com
i want a vodafone zoo zoo doll or toy...plz mail me where i can purchase......reply soon...
satti.csit@gmail.com
plz can u tel me where icn gt d zoo zoo soft toys mail rely soon
monu0011@gmail.com
can u tell me whr i can get zoozoo costume in bangalore
pls tell me immidiately
aarihant333@gmail.com
I NEED A TOY OF ZOOZOO TO GIFT IT TO MY DAUGHTER CAN U SEND ME THE DETAILS TO nitinbahl1@rediffmail.com
need a zoo zoo doll guys pls helpme
i saw zoo zoo key chains @ relaince mart towlichowki,Hyderabad
can i get a zoozoo keychain
hi,
i need a zoozoo stuff toy for my niece, can u please tell me where i can get it in Bangalore or delhi?
my email- rridhima.r@gmail.com
helloooo...
i need a zoozoo keychains..
plz do let me know where i can get it in hyderabad
mail me at coolbinicool@ymail.com
I want ZOO zoo t-shirts, where can i get zoo zoo t-shirts in Ahmedabad.
Hi I need Zoo zoo t-shirts for my 23 years of boy, Please let me know where i can get zoo zoo t-shirts in Ahmedabad. Please provide the details on venus.skylines@yahoo.com.
hi,
i need a zoozoo stuff toy for my sister, can u please tell me where i can get it in hyderabad
my email- varunvarma.d@gmail.com
where can i get zoo zoo soft toy in chennai.plz reply to drharini@in.com
plzzz tell me...i want to buy a zoozoo for my friend.....mail me wer it was in hyderabad
prince.mahesh01@gmail.com
i need a zoo zoo toy where can i get it in bangalore
sajeedabk@gmail.com
Need a zoo zoo toy for my 2 yr old daughter...pune!
mayuri.leo@gmail.com
Can I get ZooZoo dress for my 4 year old son for his fancy dress competition
akshay 2 years ago
can i get a soft toy of zoozoo...
akshay _k1061@yahoo.co.in reply on this