Prashant gets a Rs 50 voucher for recharge of Vodafone and is surprised to see the Zoo-Zoo sticker on the recharge Vouchers, he gives me the sticker and it's so appealing that i paste it on my Reliance CDMA handset :),and today i was surprised to see many people sporting similar stickers on their handset as i did.
A small thing like voucher can also be an important element in Brand building exercise as it's a consumer touch point, a consumer should be reinforced with the same message/image when ever he comes across any of the companies Communique, be it a visiting card,uniform of the staff, packaging etc, companies spend a lot on the details and effort in designing these elements across all the communication materials and various consumer touch points. and the details about the color font, logo size are emphasized in the Brand manuals which the agency insists to follow strictly as this would help the brand building and consistency in image/feel.
Now coming back to Vodafone brand building exercise, the company came up with its new character ZOO ZOO this summer with a lot of hype and it was well accepted by the audience and generated a favorable image about the brand. Vodafone is cashing on ZOO ZOO's success by placing them across all its communiques, it also gives a free ZOO ZOO cd with recharge vouchers of Rs 350 and now it has come up with these new innovative vouchers reinforcing the brand identity and making the association more stronger.
4 comments:
Hi Yogesh,
don't you think somewhere down the line Zoozoo has overshadowed brand Vodafone's motive of making customers aware about the VAS (that was the primary function of the entire zoozoo campaign). I don't say the Vodafone guys are complaining - they've got better publicity than ever. But the motive is lost! Is this appropriate for a Brand?
Idea has come with a Zac Jr. application for Facebook for its Interactive + Internet MarkComm of walking and talking . I am not sure if it can recreate the magic like Zoozoo or even come close but...Idea toh idea hain sirjee!
Nice work. Keep posting.
Kunal Lodha
Thats an interesting thing which can be analyzed using this concept
1) Fore and Background: Here the fore was supposed to be the VAS message, according to their media objective but it was overshadowed by background, that is the Zoo Zoo.. and hence the fore became Background...but aiding in Brand recall..
The audience response decoding is not in the hands of the marketers..hence it becomes necessary to understand the audience decoding process by pretesting the ad in the market...
The new ZAC Jr, mascot or character by Idea is interesting but the timing also matters,, remember Zoo Zoo was launched during the IPL catching maximum eyeballs.... lets wait and watch for ZAC Jr....
@kunal @ yogi
I think almost all the zoo zoo surely had something to do with the VAS.If you remember when it was aired on TV for the first time during the IPL almost all of us were curious to know which particular service each ad talks about.
Illustrations:
1.International roaming - where they dance around Eiffel tower
2.Zoo Zoo taking bath.Borrowing from the other shower - CHOTA RECHARGE
3.Zoo Zoos check exam results- Check scores on your mobile
And this I have not written from the perspective of a to-be marketer but from from a consumer pov.So I guess their intention was not really "overshadowed".Just that it was a breakthrough.
@Thinktank,
I agree that some of the services might come to your mind when you "try" and think beyond zoozoo. But my point was...there were 30 different ads that were shown during the period of 2 months...showing 30 different VAS of Vodafone. You may counter that the target audience might only react to what they felt was useful to them. But then, they (vodafone) did want to make awareness about all the VAS which were in existence since 2-3 years. So my point - to some extent, people remember zoozoo, they remember their inexplicable talks..some might even remember some of the ads and services, but overall...it was Zoozoo as the brand in itself stood out.
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