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IPL Ad Series- Part III: Vodafone's Zoo Zoos work like a charm every single time

18-April-2018
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IPL Ad Series- Part III: Vodafone's Zoo Zoos work like a charm every single time

To acknowledge some of the most interesting ad work rolled out for IPL, the following is the third part of a five-day IPL ad series in which will take a look at an impactful ad campaign and why we are ‘clean-bowled’ by it.
Today, we take a look at Vodafone's FANtastic Breaks ad campaign.

The creative

Brand Vodafone's association with the with IPL goes way back. In fact, their mascots, the Zoo Zoos were born in IPL season 2 because the brand had launched a whole library of Value Added Services that they wanted to tell customers about. During the course of IPL 2017, the brand elicited a video engagement of 21,643,446. For IPL 2018, their ad campaign- FANtastic Breaks features Zoo Zoos clinging to their phones during the match break featuring a contest where consumers stand a chance to win iPhones and other prizes after every match.

Our take

Needless to say that the brand is looking to capitalize on the growing digital viewership of IPL and have cleverly called themselves ‘The unofficial sponsor of fans’ for IPL 2018 in spite of not being the sponsors this season. In the past too, Vodafone has played around with the cute creatures as emojis on Twitter and in the process built a brand that is much loved by consumers. 
The 20-second spot definitely has a ‘repeat watch’ value as the telecom brand continues leveraging the legacy of the Zoo Zoos with them still speaking gibberish but not failing to make us smile as they bring out their phones and send across the message of participating in the contest.  Perhaps the very essence of simplicity, by using the same mascots but by conveying the proposition in a novel manner, just works like a charm every time the Zoo Zoos come on screens.

Hits and misses?

The brand's ad strategy comes across as that which retains topicality and linking their mascots with Vodafone's attributes of being quick, agile and efficient. The ad has garnered 19 million views on YouTube (at the time of writing this article) which is way more than its competitors. Attribute it to the magnetic stature of the Zoo Zoos cleverly crafted by the brand which can put even celebrity fame to shame. Given the increasing antipathy towards annoying ads that push their products too strongly, chances are that in the midst of the ongoing Airtel-Jio legal tussle on ads, Vodafone could yet again steal the thunder. 

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