Vodafone’s Zoozoos (those suit wearing, alien looking body suited humans) has taken the online world by storm. Looking at the recent stats about the popularity, I think its one of the best campaigns which trickled from mainstream to online world and people are going crazy about it.

If we talk about stats, then here is a small snippet:

• Its official fan club brand page which is being maintained by Neo@Ogilvy, the digital arm of O&M has garnered near about 70K fans (2.6 million page views yet) since its launch on April 20 in Indian Premier League.
• 2400 messages have already been posted on the ZooZoos brand page’s wall.
• On May 4, the keyword ‘ZooZoo’ was the third highest search word on Google.co.in and its YouTube channel is the second most subscribed channel in India.

Now if you ask me then surely I’m all excited about it since its been a long time that I’ve actually come across real good example of leveraging social media to such extent in Indian context except for couple of top of mind recall like Tata Jagoore campaign, MTV Roadies,  the Pink Chaddi campaign etc. But this is one is typically different in terms of audience acceptance and real good use of user generated content. If you talk about engagement then it has reached a level where fans have started using the ZooZoo characters to create image, which they are uploading it on the brand page and thus spreading the word.

Infact, I too liked it when it was first aired on television much due to its simplicity and sutbleness of communicating a message. Here, Vodafone is trying to tell us VAS stories in a world akin to, yet different, from humans.

But as rightly pointed out by Harit Nagpal, chief marketing officer, Vodafone India, the success is not defined solely by the number of fans, but also by the extent of engagement that it will build with the consumers.

Though measuring engagement would be difficult but looking at so many people engaging themselves via social media channels and spreading the word, surely it will do much good to the brand equity of Vodafone in the longer run. As of now, just enjoy one of the TVC which I liked the most till now:

To know more about Zoozoos, see this story from Afaqs and follow them on Twitter.