For one whole month, it seemed the world cares nothing but Zoozoos. And we can feel it even now, when the ads and the iconic figures are not on air.
So what can we call this Zoozoo phenomenon? A brand building masterstroke? Or a case study of failed advertisements with very limited effect on actual results?
Lets start with facts.
1. Vodafone needed something that can de-touch themselves from the clutches of the Hutch “Pug”. I guess, the Vodafone executives are sick and tired of the Pug, after all they paid three times the asset value for the hutch brand simply because of its pull created by the iconic pug. Now with the success of Zoozoo, Vodafone India finally can claim about something thats their own.
2. Like it or hate it, Zoozoo itself has become a phenomenon. The number of Facebook fans of Zoozoo have swelled to 3,07,072 (as on June 17, 2009) far surpassing the number of fans for cricketing and Bollywood icons like Sachin Tendulkar and Amitabh Bachchan, legendary superheroes like Superman and even comic characters like Asterix.
3. Before launching the Zoozoo campaign, Vodafone crossed Airtel in monthly sales for the first time in their history. But after the campaign, Airtel has gained back some ground.
The real test of effectiveness of Zoozoo lies in its objective achievement. Yes, this campaign didnt generate the sales number to justify the return on the massive investment. Yes, this campaign will never create the pull for Vodafone value added services or increase revenue to that extent.
These were never the objectives of this campaign, therefore we shouldnt judge the effectiveness based on these parameters. What this campaign set out to do is create some much required buzz around the brand and break the clutter among the frenzy surrounding the IPL. Did they succeed?
Hell yeah. In fact, the IPL 2 will forever be remembered as the season of Zoozoos.
This brings forth the most important question of all. Should brands spend money in times of recession purely to generate buzz, not to generate sales?
The answer lies in the depth of brand war chest. If you got money, why not. If you dont, tough luck.