In the beginning of this year’s IPL, I found zoozoos to be not funny anymore. i was not sure. There were still some of them which made people laugh but as the tournament progressed zoozoos did become a sort of predictable and a non anticipated property. First year was great. There were close to 3.5 lakh zoozoo fans on facebook and each one indulging themselves in various applications like ‘what zoo are you’. Even if you hated them in the first year you just could not ignore them. However this year those who hate them are ignoring them. This year there have been just around 1 lakh additions to the fan base in facebook. The storyline hasn’t been strong in a lot of them and some are not that clear too. The ads were predictable and had too many noisy characters.
So, what should have Vodafone done?
There are two things that I thought they should have done.
- Bring back the pug
Pug was an equally loved and adored concept
Refreshing change from the egg head characters, would have taken out the familiarity and sense of repetitiveness that we have become accustomed to with zoozoos
Would have built up an anticipative atmosphere for zoozoos to return in next years IPL
Fresher and more real looking ideas could have been developed around the pug rather than the zoozoo
Pug themes are more easily understood than the zoozoo ones
2. A set of zoozoo commercials in a story format
As in, say they have 25 different commercials for IPL3. Create all the commercials in such a way that they are connected to the previous ones. Weave an interesting story in such a way that after every commercial one of their VAS is also revealed through the story. Yeah I know might be said easier than done but that is something worth trying out.
The spinoff from this strategy could be involving users to make their own storylines and submit them.
Guess what happens to the zoozoo kind of contests, Which is your favorite zoozoo themes
This concept could have lifted the zoozoo closer to the audience by building specific characters like the moma zoozoo, the kid zoozoo, teen zoozoo. It just gives more depth to the entire strategy. This could even be extended to the merchandising too.
Like last year, ads could have first been shown in Facebook and this could have led to building up of a following that would have been more interactive
P.S: On hindsight, everyone is a genius.