ZooZoo-ism is the new religion

Finally, I have decided to write about the latest sensation of the advertising world - ZooZoos (not sure about the origin of the name but I quite like it). The day I saw the first ad (click here to see all the ZooZoo ads), the planner inside me got curious to know the creative brief that the planner on the account must have given to the creative team. Whatever the brief might me, its creative manifestation has ensured that Vodafone continues to enjoy the consumers' affinity in the 'post-pug' era (click here to see the ad). ZooZoomania has taken over the imagination of the people. After a long time, I saw people waiting for an ad to come on TV .

As they say, if advertising is the religion, ZooZoo's are the God :)

Thankfully, O&M, the creators of ZooZoo, extended the thought beyond the mass media and built communities and fan groups (click here) on the social networking sites. The official fan page of ZooZoo on Facebook has more than 3lac fans. (Shahrukh Khan's fan page has around 2.5 lac fans. Click here).

The challenge, however, is to carry forward this euphoria and ride on it as far as possible. Few top of mind options-

- Advertising is nothing but creative storytelling: ZooZoo's became popular because everytime they appeared on television, they had something fresh to tell. People waited for those new 'stories'. Use digital media to tell new and innovative stories about ZooZoo's, by the ZooZoo's. Nothing stops Vodafone to tell interesting ZooZoo stories in 140 characters. That could in fact, attract people to create their own ZooZoo stories. Did I just hear ZooZoo comic?

- Offer what consumers want: People love those 'irrational noises' - the ZooZoo talk. Is there a possibility to do something around that? Can we take it on to the mobile platform? How about ZooZoo based VAS offerings?

- Come out of the television, get in to their homes (and hearts): Indian answer to the 'firang' Barbie. Believe me, its gonna be a hit.

All said and done, one thing needs to be taken care of in the long term. Hutch (and Vodafone) streched the whole 'pug' story too far. From 'pug-o-mania', it went on to become 'pug-o-phobia'. Avoid that in this case.

Waiting to see more stuff on ZooZoo. Hope the entertainment continues.

Brand Busting in One minute

Brands cannot be created overnight. It takes years to convince the consumer about the role of the brand in its life. A single-minded focus is what is required to build a brand. A brand needs to identify an emotional truth about the consumer that it can associate itself with. This emotional truth or emotionale helps the brand to connect with its target consumer. If the consumer experiences that connect then the journey towards advocacy begins and ultimately that consumer becomes the brand champion.

However, if the brand doesn't do justice with its loyal consumers in terms of their expectations then the consumers never forgive the brand.

Recently, I had a very disappointing experience at McDonald's. I went to McDonald's Mumbai Central outlet (station premise) and ordered potato wedges. That day McDonald's was running a promotional scheme under which they promised that if they failed to deliver the order in one minute, they would give away a coke free. Great!

But to my disappointment, just to ensure that they don't cross the one-minute benchmark under any circumstances, they were serving cold, stale stuff which was already kept ready.

My reaction - A big thumbs down!

How can they serve someone cold potato wedges/french fries?

- Never forget the fundamentals: Quick service is not the necessity but quality food is. McDonalds can offer a quick service but not at the cost of the quality. Consumers go to McDonalds to have a quick bite, not to have food that is prepared in 'quick time'. Quick service is just an add-on.

- Don't chew more than what you can: Dont make promises if you are not equipped to fulfill them. Either you install more equipments or get more employees to keep your words. If you can't, then don't make unrealistic promises.

- Understand your consumer: Understand what's important to your consumer. Any promotion or offering should be properly analysed and then only be implemented. It doesnt make any difference to consumers' life if it gets its order delivered in one minute or one and half minute.

It takes years to build a brand but just a minute to bust it.