Zoozoo dances to your tune!

The main objective of the campaign is to create a strong brand recall for Vodafone's 3G Services.

Having launched its 3G Services last month, Vodafone has now rolled out an outdoor activity to promote it. The activity is being managed and conceptualised by 141 Wallstreet, a division of Bates India, and the content software and technology is being provided by Xenium Technologies.

The main objective of the campaign is to create a strong brand recall of the 3G Services, as well as to make the target audience aware of its advantages and utilities such as video calling, faster internet speed, live TV, and video conferencing.

An interface has been created using the 3D Depth Sensing technology that allows the Zoozoo to imitate and do whatever the audience does. The concept behind the activity is to make Super Zoozoo dance to one's step.

A 3D model of Zoozoo was created and programmed to take in audience movements and then imitate them. For instance, if a person raises his hands, Zoozoo will raise his hands too, or if a person jumps, Zoozoo will jump, as well.

Talking about the technology, NMD Parveez, director, Xenium Technologies, says, "3D Depth Sensing technology takes gesture-based tracking to the next level, making body and gesture tracking more accurate. Using depth sensing cameras, the system measures changes in positioning and distance between the various parts of a user's image and other elements within the scene."

As the entire 3G launch campaign revolves around the character called 'Super Zoozoo', all the related communication and on-ground activities reflect the various characteristics of Super Zoozoo. This on-ground activity is being designed, to yet again promote Vodafone 3G's tagline 'Faster, Smarter and Better'.

Speaking about the activity, Anuradha Aggarwal, vice-president, marketing, Vodafone Essar, says, "Basically, it is a manifestation of the entire Zoozoo world. Anyone who will be a part of this activity, will surely understand how Vodafone services are faster, smarter and better.

To make the interaction more interesting, Vodafone came up with a 3D game 'Make the Super Zoozoo Dance' and 'Play with Super Zoozoo", where one can play touch-screen games like jigsaw puzzles and tag the 3G logo. Every person coming to the Zoozoo world also wins goodies like posters, badges, fridge magnets and Super Zoozoo coffee mugs.

Right now, Vodafone has limited the activities to just Mumbai and Delhi, since the target audience for 3G services in these cities is maximum. "We will do similar kinds of activities in other cities in smaller forms and on a smaller scale, especially outside stadiums where IPL (Indian Premier League) matches are taking place," adds Aggarwal.

As for the response received for the activity, Vijetha Suvarna, business head, activation and rural services, 141 Wallstreet, says, "So far, the activity has generated an overwhelming response from visitors at malls. Both children and adults were equally excited to interact with Zoozoo. We even managed to collect a good data base of potential 3G customers from the activity as we were interacting with over 2,500 people everyday."

The campaign, which started last month in malls such as Inorbit mall, Mumbai; Phoenix Mills Mumbai, DLF Saket mall, Delhi, Ambience mall, Gurgaon, across will continue over weekends, till April 17.