TMSBiz-Tech,Mktng,Sales n Biz

Today morning i had an appointment with someone regarding a college event,so i had to go to lower parel.I took my bike and went along with a junior.I was enjoying the ride and the weather and suddenly at bandra and the areas that came after that,i saw some big hoardings.

While driving, I could not give full attention to it,On the first instant i thought Vodafone has come up with some kind of second phase of ZooZoo campaign,but why are the ZooZoos Yellow.Other instant i had a re-look at the hoarding again.There were humans with ZooZoo like yellow faces and whole background was blackish and in red color (very similar to Vodafone),it was written,”Lets Go Phoenixing”.

This is the only image i could manage from the internet.

A typical ZooZoo Ad

I wish i could have taken a photograph right there by stopping my bike.

But if you happen to go to Bandra by road towards Mahim or Lower Parel(or even if Bandra),you will not happen to miss those hoardings.I think i saw 3 hoardings of the campaign.

There was a a couple with such ZooZoo like faces smiling with red colored Phoenix written on side.

I dont know but yes the whole campaign looks very similar to Vodafone ZooZoo campaign ( not positioning wise but look wise definitely).

Afaqs.com has a full story on it.

“The campaign is created by RMG Connect, the agency that handles the creative duties for High Street Phoenix, the objective of the campaign, called Let’s go Phoenixing, is two pronged.

Alex Coutinho, head, marketing, High Street Phoenix, explains the arrival of the creative thought. He says that according to the lingo today, most nouns are converted into verbs by adding ‘ing’. Thus, the word ‘phoenixing’ was born to encapsulate all that one can do and experience at the mall. As the company wanted to create a buzz, this seemed like a good route to do so.

The campaign makes use of outdoor and print. Radio is also a part of the media mix. “The aim is to make ‘phoenixing’ a part of everyday lingo,” says Sadanand Parulekar, head, servicing, RMG Connect. Television isn’t a part of the media mix (as is the case with most mall advertising) as the company wants to concentrate more on the local target group. Billboards have been placed at important locations between Bandra and Colaba.(source Afaqs.com)”

The positioning is good but what about the visuals.The first thing that comes to mind after seeing them is ZooZoo or ZooZoo like or something similar.

I am assuming it that even the people involved with the campaign would(or should) have noticed it.I am damn sure about that.(If not no comments).

Now the point is whether its a deliberate attempt to attract people to such an OOH ad instantly ?

I may have missed a run of mill ad showing a couple dining and laughing with a line praising the mall below,but i didnt miss it due to its striking resemblance with something already in my mind.

I don’t know whats the exact strategy,but it might just increase the footfall at the Phoenix mall where people come for ‘Phoenixing’ as they call it.

What say ?

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