After the famous pug, O&M has now created a new set of characters called ‘ZooZoos’ for the latest Vodafone campaign featuring value added services. The spots were launched during the ongoing IPL series.
The agency was tasked to leverage the IPL 2 to communicate the wide range of products and services from Vodafone while building a consistent brand story.
Explaining the idea behind the campaign, Rajiv Rao, executive creative director, O&M says, “We created a special world in which all the product stories get told. A world which is real yet different, strange yet simple, warm and lovable. All the specific product stories and services get told in this world of Zoozoos, making the messages more charming.”
One of the most interesting facts about this campaign is that even though the ZooZoo characters look animated, they have been played by real people dressed in a white attire. Reveals director Prakash Varma of Nirvana films, “Animation requires so much detailing and here we had to do the exact opposite. We had to make real characters look like animated characters. It was quite challenging as none of them could see as they were covered from head to feet. The set, including all the props, is in the form of shadows created by spray painting.”
The media mix for the campaign includes television, print, outdoor, radio activation and online. There is a ZooZoo community on Facebook which has around 3183 fans and which features all the ZooZoo commercials that have been released so far, ZooZoo emoticons and ‘Tag me’ application.
Watch two of the TVCs here: