Page 155 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 8: Advertising Strategy: Creative Execution

Notes
Although they look animated, they are actually humans in wearing "ZooZoo" costumes.
These ads were created by Ogilvy & Mather, the agency handling Vodafone advertisements.
They were shot by Nirvana Films in Cape Town, South Africa.
The Idea was conceived by Rajiv Rao, the national creative director at Ogilvy India. The
characters were named ZooZoo because Rajiv and his team "wanted something that sounded
cute, lovable and a bit mad like the characters". Rajiv also "wanted to make real people
look as animated as possible".
The character
The Zoozoos are thin small-bodied women covered in layers of fabric. Each facial expression
of the character is made of rubber and pasted on the actors to reduce the time and cost for
shoot. The effect was achieved by a variety of methods including reducing the footage
frame-rates, using the right material for the body suits to ensure a wrinkle free outer layer
when the characters moved, and keeping backgrounds simple in terms of detailing color
(grey). The sets were made larger than life to make the characters look smaller. The whole
of first series was shot in a record time of 10 days. ZooZoo ad campaign also won the PETA
(People for Ethical Treatment of Animals) glitter box award for replacing the pug
(remember Hutch) with ZooZoo (considered to be a more humane alternative).

The response by Indian audience was phenomenal. Although experts claim that the ads
did not achieve the target of increasing VAS usage. ZooZoos have become a brand in
themselves with ZooZoo T-shirts and other accessories being sold at retail chains apart
from thousands of visits to their YouTube advertisements and over 2 million fans on
Facebook pages

Source: http://www.domainofhope.com/2011/03/vodafone-zoozoo-3g-campaign-integrated.html
8.3 Radio Commercial

Great radio advertising is very difficult. Print and television ads have the advantage of using
visual images that become a powerful source of attracting the audience attention. Radio
advertising is difficult and different because it requires awakening images in the listener's mind
by using sound, music, and voices. There is no visual or colour to attract the audience attention,
except the sound. There is opportunity to play with the listeners' imagination, often referred as
the theatre of the mind.
The scriptwriter has to be sure that the listeners will believe the message. It must deliver the
right words to the right audience and must ask herself/himself if the message strongly
communicates the brand position. The writer can create pictures in sound, such as the ice cubes
falling in a glass, a telephone ringing, crowds roaring, water running, car stopping, child crying,
someone sighing, paper being torn, thunder of lightening, rain falling, winds blowing etc.
Sound has an extraordinary ability to enter listeners' minds and create mental pictures. The
copywriter uses words, sound, and music to create images, influence recall, and kindle emotions.

The warmth of human voice is an important factor in communicating the ad message. Carefully
selected words describe the product, arrest the attention, generate interest, and build desire
among listeners that can lead to desired behaviour.
Sound has the ability to generate suspense, anger, excitement, joy, sorrow, or almost any kind of
mood desired by the writer. Sound can be used to create effects of opening doors, footsteps,
barking of dogs, telephone ringing, knocking on the door, gunfire, moaning, laughter and
numerous others.

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