Idea Cellular launches virtual cool dude, Zac

Televisionpoint.com Correspondent | Mumbai
Idea Cellular has launched a new virtual character, Zac, to help it interact with the large online youth community. Zac takes Idea's ad message of 'Walk when you talk' forward through a promotional contest that involves participants advising a fitness regime for Zac over seven days.

Pradeep Shrivastava, chief marketing officer, Idea Cellular, said, "We are confident that our new Champion idea - Zac - will engage millions of online audience and help us in establishing a strong bond with the youth, to promote the message of 'Walk for Fitness'."

Zac is available on walkwhenyoutalk.in and is portrayed as a young, cool, smart, stylish and lethargic person, who chats on his mobile phone and wants to stay fit. the company. The telecom company has also designed interesting games and contests based on its new virtual character. It has also developed a Facebook application. Tribal DDB is the digital agency for the brand.

The interactive system designed allows the user to view Zac's changing walk styles, as per the instructions given on the phone, and how it transforms his physical appearance. A special walk meter also enables user to view the health quotient of Zac in the 7-day exercise schedule designed by the individual.

When users land on Walkwhenyoutalk.in, Zac introduces himself, "Hi, I am Zac, and I need to get fit and only you can help me get there." The website then guides users on how they can help Zac to become fit. They are requested to log in to their Facebook account, add the 'Walk when you talk' application to their profile and register their mobile phone number with the application.

Once registered, the next step requires users to call Zac, available at . The mobile call functions like an IVR system, wherein a caller has to choose an option among the different styles of 'walk', such as in the park.

The mobile and Facebook application are integrated to the extent that as soon as the user selects the type of 'walk', Zac starts walking in the Facebook application and burns calories.

Shrivastava says the initiative is designed to keep high level of interactivity with the user, yet making it effortless, exciting and fun. Zac will also be seen and heard on digital banners, strategic outdoor media, ground activation programmes and radio.