Vodacom is betting on a campaign developed by long-standing marketing communication partner, Draftfcb Johannesburg, to profile its sponsorship of the Vodacom Durban July.
Called ‘Welcome to the High Life’, the campaign is intended to raise the race’s profile among young and socially ambitious South Africans, as well as encourage them to attend the event despite the fact that they may not – yet – regard themselves as fully-fledged members of the glitterati.
Created by a team comprising Brett Morris (Chief Creative Officer), Neo Mashigo (Executive Creative Director), Grant Sithole (Creative Director), Ryan Dupen (Art Director), Uviwe Mangweni (Copywriter), Nichole Enslin (Art Director), Lethu Zimu (Copywriter) and Alan Lewus (Head of Art), the campaign comprises a 30 second radio spot; outdoor, print, two 30 second TV commercials and a 45 second extended online version of the TVC.
These were directed by Mfundo Mkhize of Ola Films over one day on location at La Chatelat in Sandhurst, Gauteng.
Commenting on the agency’s approach to the campaign, Mashigo said that the Vodacom Durban July grants the ‘average Joe’ license to feel like a celebrity and be a part of the upper end of society. This drove the team’s creative thought process.
“Being open to the public, the Vodacom Durban July is a day in the year where ordinary people can find themselves in extraordinary situations, living the high life,” he said.
“With this campaign, our creative idea that matters was to show how Vodacom gives everyone the opportunity to enjoy a life of luxury, if only for one day.
“Our previous campaigns for the event had a relatively serious tone. By way of change, this year we’ve taken a comical route which shows our ‘average Joes’ in high-falutin situations. However, a glimpse of their ‘normalness’ shines through for a split second, and that’s what gives the ads their charm.”
“The objective of the radio promotion was to drive a competition where 60 lucky listeners would have the opportunity to win double tickets for an all-expenses paid VIP trip to the Vodacom Durban July.
“Celebrities and VIPs attending the Vodacom Durban July enjoy the company of an entourage, a group of people that keep them company and attend to their every need,” added Morris.
“Vodacom will make certain its 60 winners receive the same experience with employees enhancing the winners' day at the races by catering to all their needs to ensure they have a wonderful day and build lasting memories.”
Name of client – Vodacom
Name of product advertised – Vodacom Durban July
Campaign name – Welcome to the High Life
Enzo Scarcella – Managing Executive: Marketing
Fatima Hassim – EHOD: Regional Marketing and Sponsorship
Rowen Gangulu – Brand Manager
Nadine Haupt – Marketing Coordinator
Draftfcb Johannesburg Credits:
Brett Morris - Chief Creative Officer
Neo Mashigo - Executive Creative Director
Grant Sithole - Creative Director
Ryan Dupen - Art Director
Uviwe Mangweni – Copywriter
Nichole Enslin – Art Director
Lethu Zimu - Copywriter
Alan Lewus - Head of Art
Tarisai Mahofa - Agency Producer
Executive Business Director - Romaine MacKenzie
Group Account Director - Struan Bourquin
Account Director - Sivu Rangqa
Production company - Ola Fims
Director - Mfundo Mkhize
Producer - Olivia Leitch
The TV Commercial titled Vodacom Durban July was done by Draftfcb Johannesburg advertising agency for product: Vodacom (brand: Vodacom) in South Africa. It was released in the Jun 2012.