Vodacom DM VODACOM LOOK4ME by DraftFCB Johannesburg

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Industry Telecommunications Services
Media Direct marketing
Market South Africa
Agency DraftFCB Johannesburg
Executive Creative Director Gareth Paul
Art Director Grant Linton
Copywriter Lawrence Katz
Released March 2012

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: VODACOM
Chief Creative Officer: Brett Morris (Draftfcb)
Executive Creative Director: Gareth Paul (Draftfcb)
Copywriter: Lawrence Katz (Draftfcb)
Art Director: Grant Linton (Draftfcb)
Media placement: Z-Cards - Vodacom Shops - 30 March 2012

Describe the brief/objective of the direct campaign.
The brief was to communicate the Look 4 Me service offered by mobile network operator Vodacom through an in-store point of sale direct piece placed in Vodacom outlets across the country. The target audience was both current Vodacom subscribers and new customers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We utilised a human truth in that whilst most of us believe our loved ones are where they say they are, in the back of our minds there is always a little doubt. Although the Look 4 Me service is aimed at keeping track of your loved ones from a safety perspective, we felt this was a humorous and entertaining way to sell a serious service in typical Vodacom tone.

Explain why the creative execution was relevant to the product or service.
The solution was to create a fold out map depicting a golf course, along with the line 'Are they really where they say they are', however on closer inspection the viewer realises that the golf course forms an image of a typical strip club scene. The response rate was projected at 5% increase in sign up to the service, by both existing and new Vodacom customers.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The response rate was greater than expected with an increase between 6 and 7% of current and new subscribers signing up for the monthly service.