VODACOM INTERNATIONAL ROAMING MISS JACKIE CHAN by DraftFCB Cape Town for Gedani

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VODACOM INTERNATIONAL ROAMING MISS JACKIE CHAN

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Industry Lottery & Gambling
Media Promo & PR, Case study
Market South Africa
Agency DraftFCB Cape Town
Executive Creative Director Mariana O`kelly, Neo Mashigo
Creative Director Grant Sithole
Copywriter Napoleon Masinga, Innocent Mukheli, Vuyo Mpantsha
Released September 2011

Credits & Description

Category: Best Localised Campaign
Advertiser: VODACOM
Product/Service: INTERNATIONAL ROAMING
Agency: DRAFTFCB SOUTH AFRICA
Chief Creative Officer: Brett Morris (Draftfcb)
Executive Creative Director: Neo Mashigo (Draftfcb)
Creative Director: Grant Sithole (Draftfcb)
Copywriter: Napoleon Masinga/Innocent Mukheli/Vuyo Mpantsha (Draftfcb)
Radio Producer: Karen Keylock (Draftfcb)
Sound Engineer: Motsi Tekateka (Frequency)
Account Manager: Gontse Chipane (Draftfcb)
Media placement: Radio Campaign - 3 Spots - SABC Radio - 30 March 2012

Insights, Strategy & the Idea
To demonstrate the low rate of Vodacom International Roaming, we created a radio campaign of people calling home and speaking their native language with overseas accents (American, Chinese, Indian). The idea behind it was that the low rate on Vodacom International Roaming allowed them to stay abroad for a little longer, to the point where they even developed an accent.

Creative Execution
Radio was our preferred medium and channel, because it is the biggest medium in South Africa, with a maximum reach to the mass market which was our desired target audience. We saw this as an opportunity to strategically place the radio ads on vernacular African language stations. This maximized the reach of the campaign.

Results and Effectiveness
As a result of our radio campaign, the client saw a peak in more subscribers now using Vodacom International Roaming when travelling abroad. The communication achieved an upward trend in the amount of users. From a business perspective, growth progressions were also achieved as Vodacom managed to retain its users even while they were travelling abroad, as opposed to losing them to other competitor networks. The radio campaign changed consumer awareness, and demystified the wrong perception that calling home on roaming is too expensive. The radio campaign changed consumer attitudes as most were now encouraged to use Vodacom International Roaming when travelling abroad.