The new TVC by Ogilvy & Mather for Vodafone’s 3G service features a superhero Zoozoo, or Super Zoozoo.
Watch the TVC (story continues below)
In the TVC, a Zoozoo walks into a phone booth, which shakes a bit, and out of which comes the transformed Super Zoozoo. He takes off into the sky and proceeds to perform his superhero antics - rescuing a damsel Zoozoo from a bolt of lightning which he flings back at the cloud, saving another from a falling building while romancing her at the same time, helping some office executives with a computation problem by burning out the troublesome variable with laser beams from his eyes, and running faster than a speeding bullet to stop it before it hits someone. Finally he spins the earth around on its axis faster, before flying off, as the supers appear: "Faster. Smarter. Better. Vodafone 3G is here."
Anuradha Aggarwal, vice president, brand communication, Vodafone India, said, “The challenge in front of us was that our competitors – Airtel, Reliance and Tata – had announced their 3G services at various points of time in the last 3-4 months. While we were clear that we wanted to launch only when we were ready with a good customer experience, we also wanted to make sure that the customer sat up and took notice of our 3G services and didn’t see it as one more communication. So the brief really was to announce the 3G launch and differentiate it from everyone in the market.”
Rajiv Rao, national creative director, Ogilvy & Mather, said, “3G is a new technology, a completely new shift, and something so futuristic, that we saw the Zoozoos fit in beautifully in that. Super Zoozoo just came naturally, because we were talking about having something superior – a character like a superhero, who’s superhuman, to represent faster internet, faster data download and so on.”
Commenting on the inspiration for Super Zoozoo, he said, “I would say it’s like ‘Superman meets Rajinikanth’ – Rajinikanth style with Superman’s powers. It’s all the clichés of superhero films – like using the eyes as a laser and so on. It was just an absolutely fun project.”
On the horizon is more of Super Zoozoo in a 360 campaign. “We will be using traditional media like television (we broke during the India-England match which served to be a fantastic time for the launch). We’re using print and some outdoor,” said Aggarwal. “Digital will form a large part of the communication, because we’re talking to the early adopters of 3G. If you go to our website, it’s an interesting site that allows you to navigate using the Super Zoozoo character. An interesting and easy way to navigate through the 3G experience, which can be a complex minefield of Mbps and Kbps.” Rao added, “You’ll see Super Zoozoo everywhere. And there will be more films, about Super Zoozoo bringing you all the fantastic things that 3G has to offer.”
Agency: Ogilvy & Mather
National creative director: Rajiv Rao
Creative team: Rajiv Rao, Rajesh Mani, Kiran Antony, Sachin Kamble, Jigi Dalal, Makarand Berde
Country head - Team Vodafone: Kapil Arora
Vice president: Sarang Wahal
Management supervisor: Chatak Vakharia
Group account manager: Prithviraj Shetty
Senior account executive: Vishal Kaul