HEITA by McCann Erickson Johannesburg for 8.ta

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HEITA

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Industry Mobile Communications
Media Promo & PR, Case study
Market South Africa
Agency McCann Erickson Johannesburg
Director Keith Rose
Executive Creative Director Vanessa Pearson
Art Director Yvonne Hall
Copywriter Peet Engelbrecht
Designer Sarita Immelman
Producer Grant Davies
Illustrator Zapiro
Editor Ricky Boyd - Deliverance Post Production, Willie Saayman
Released September 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: 8.TA
Product/Service: MOBILE NETWORK
Agency: McCANN ERICKSON SOUTH AFRICA
Date of First Appearance: Sep 23 2010
Entrant Company: McCANN ERICKSON SOUTH AFRICA, Johannesburg, SOUTH AFRICA
Executive Creative Director: Vanessa Pearson (McCann Erickson South Africa)
Art Director: Yvonne Hall (McCann Erickson South Africa)
Group Head Art: Sean Harrison (McCann Erickson South Africa)
Designer: Sarita Immelman (McCann Erickson South Africa)
Group Head Writing: Tim Beckerling (McCann Erickson South Africa)
Copywriter: Peet Engelbrecht (McCann Erickson South Africa)
TV Producer: Loli Bishop (McCann Erickson South Africa)
Production Director: Sharon Wilson (McCann Erickson South Africa)
Business Unit Director: Hester Robb (McCann Erickson South Africa)
Director: Keith Rose (Velocity)
Executive producer: Peter Carr (Velocity)
Producer: Grant Davies (Velocity)
Online: Black Ginger (Black Ginger)
Final Mix: Barry Donnely (Waterfront Studios)
Editor: Ricky Boyd (Deliverance)
Editor: Willie Saayman (Left)
Animators: The Deli Artists United (The Deli Artists United)
Illustrators: AMI Collective (AMI Collective)
Illustrator: Zapiro (Zapiro)
Media Director: Bruce Williamson (Universal McCann)
Media placement: TV TEASER CAMPAIGN 4 SPOTS - SABC1, SABC3, ETV, MNet, DSTV, MTV, ENews - 23 SEPTEMBER 2010
Media placement: TV LAUNCH AD 1 SPOT - SABC1, SABC3, ETV, MNet, DSTV, MTV, ENews - 22 OCTOBER 2010
Media placement: TV TEASER WEATHER SPONSORSHIP CAMPAIGN - SABC1, SABC3, ETV, MNet, DSTV, MTV, ENews - 23 SEPTEMBER 2010
Media placement: PRESS TEASER MASTHEAD X1 - SUNDAY TIMES - 26 AUGUST 2010
Media placement: PRESS TEASER CAMPAIGN X 4 - SUNDAY TIMES, SUNDAY WORLD - 26 AUGUST 2010
Media placement: OUTDOOR TEASER CAMPAIGN X 6 - NATIONAL BILLBOARDS AROUND SOUTH AFRICA - 23 AUGUST 2010

Insights, Strategy & the Idea
We were tasked to launch 8.ta, South Africa’s fourth mobile network, focusing on the pre-paid, youth market.
Our main short term aim: Generate 1 million connections within the first 6 months, thereafter working towards 15% market penetration by 2015. To achieve this we targeted all adult South Africans, generating awareness of the brand on a broad level, skewed towards youth and pre-paid consumers. This was a market looking for progress in life through accessibility, enablement and the need for positive change.
Considering this we set about developing a multi–phased teaser and launch campaign hinging on a simple insight: 8.ta through its products and market segmentation is designed to give South Africans a new way to say “hello”, or in our case, “heita”. Heita is colloquial slang for hello and the written form of our brand name, 8.ta. This was reinforced with the promise that amazing things happen with 8.ta.

Creative Execution
South Africa is faced with relatively low internet usage. The vast majority have little to no access to the web. To capture the imagination of a country we intentionally used traditional media, on a bold and unprecedented scale to drive and spark viral wildfire. An unbranded, un-named, teaser campaign appeared utilising only one word, “heita”, a colloquial/local slang greeting meaning “hello”, in the mainstream South African media in late 2010. This generated epic intrigue, hype and expectation across viral platforms, radio, micro-sites, mobi and more for the pending launch of South Africa’s new cellular network called 8.ta, pronounced ‘aytah’.
Powered by telecoms giant Telkom, 8.ta is the derivative of the colloquial/local slang greeting ‘heita’.
Specific clues to the brand’s eventual identity were a pink dot in every execution and the word ‘heita’ which taught South Africans how to pronounce the brand’s name.

Results and Effectiveness
Hours after the teaser launch, social media, mobi, radio exploded with “what is Heita”? Discussion dominated boardrooms, corridors, pubs and clubs.
At brand launch, intrigue was answered and attention turned to sales and persuasion levels. Millward Brown measured engagement and persuasion significantly above norm. Their advertising tracking study showed awareness, noting, equities measures and market penetration at 54% for our target market, extremely high for a new brand launch. Top-of-Mind awareness was way above key competitors at 74%. 8.ta reached their 1 million connections target within 6 months, 3 times Virgin Mobile’s total customer base since launching 5 years ago.