IPL is over and T20 once again proved why its such a lovable form of sport. Before the start of tournament, nobody would have given Deccan Chargers any chance to win the second edition. But the unexpected has become the reality and thats the thrilling aspect of this format.
After a long time, one was glued to the TV set even during the commercial breaks. Welcome to the world of ZooZoos!ZooZoo, a ridiculously cute marketing campaign dreamed up by Ogilvy and Mathers India (O&M) and brought to life by ad-filmmaker Prakash Varma of Nirvana Films.ZooZoos are strange all-white alien-esque humanoids who run around on our television screens, chirping in their incomprehensible language and breaking into belly laughs at the drop of a hat. They're silly. They're funny. They're adorable. Most importantly, they're a massive success and a marketing miracle. The client? Vodafone.....
One story/service explained per day, 30 days in total. O&M did this to draw viewers into the ZooZoo world, so that they looked forward to and anticipated each new instalment.
With only Rs 30 million (Rs 3 crore), O&M was able to finish 30 different ads. Each spot is roughly 20-30 seconds long. The economics of this ad campaign have been beautifully planned because creeating the same viewing experience using cartoons would have costed 10-15 times more. Now thats the reason why we call Indians as the most effective people who can surprise the world.
So how did O&M shoot this visual treat...
In order to create the otherworldly animated effect, only women of slight build -- and occasionally children -- were cast as ZooZoos, to enhance the contrast between their big heads and bellies and their tiny limbs. The women came from Mumbai dancing troupes and ballet groups, which explains the ZooZoos' fluidity and grace, despite their goofiness.
The sets were done in neutral greys, to draw maximum attention to the ZooZoos. One minute the ZooZoos is super-happy with an ear-to-ear grin. The minute the ZooZoo is frightened, its mouth pursed in tight 'O'.
The ZooZoo campaign represents Vodafone's second impressive knock at the IPL. Last's season's irresistibly-cute-tiny-dog-chases-things campaign made the pug India's temporary canine of choice. But although no animals were harmed in filming, the spots still drew the ire of People for the Ethical Treatment of Animals, better known as PETA. Vodafone, by using bodysuit-clad humans in the ZooZoo spots, has pleased PETA. So much so, in fact, that the ZooZoo campaign was awarded by the animal rights group earlier this month.
ZooZoos, everyone loves them!
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