The service provider's dynamic youth offering, Color is available to pre-paid and top-up customers alike, as long as they are under 25 years of age.
Color helps Vodacom customers keep in touch with all their favourite things - friends, loved ones, music and the world of gaming - by allowing them to tailor and bundle services and products to suit their needs, while saving money.
On registration for Vodacom Color, users receive the Vodacom Color basic service: a free Vodamail email account; free subscription to Color UR World with the latest celeb gossip, sports and headline news; 15 free MMSs; 15 free SVSs (Short Voice Service); 3MB to browse of the internet; 10 Please Call Me's per day and AdMe - a daily SMS or MMS that automatically qualifies users to win cell phones, clothing, shoes and ticket giveaways.
In addition, there are four Color Up bundles to enhance the basic service. With Color UR Tunes, users can download two Real Tones and two full tracks while Color UR Play lets them download 2 premium games. Social media fanatics can enjoy 100 SMSs and up to 100MB free data on Mxit, Facebook Mobile, Twitter and The Grid with Color UR Friends. Users can buy one or more of these add-ons to suit their personalities, interests and lifestyle.
Said Vodacom Managing Executive: Marketing, Enzo Scarcella: "Under 25ers, labelled Generation Y, the Net Generation, Millennials and more, have grown up with a number of rapidly evolving technologies that have had an impact on almost every area of life.
"The internet has been around for longer than they've been alive and they communicate via social networks, Instant Messaging, SMS and email. They entertain themselves with music and video downloads and by playing games online. The credo of this generation is 'I am what I share', rather than 'I am what I own'.
"Vodacom listened to what these consumers want and developed Vodacom Color - a youth-specific brand that we see users shaping and developing on an ongoing basis, as demonstrated by the phenomenal interaction on the Color web site. In short, we've helped South Africa's youth color their life!"
These consumers are critical activists, philanthropic and only loyal to authenticity. The brand personality developed for Color by Draftfcb's strategists was therefore imaginative, authentic and idiosyncratic and, in keeping with their status as digital natives, Color launched with a comprehensive digital initiative created by Draftfcb's digital and interactive specialist, Mesh.
Within weeks, however, it moved into other media - albeit a less mainstream option first up: pirate radio broadcast from a garage. This was followed by more traditional radio and print executions. The campaign now comes full circle with the final component, the television commercial.
Creatives Leon Moodley and Erin Brooks who drove the campaign under the guidance of executive creative director, Grant Jacobsen, stayed true to the Color manifesto throughout:My color is any color.
One color. All color. No color.
It's how I feel. Now. Just now. Tomorrow.
I live in color.
Full color living.
More color. More expression.
More experimentation. More expansion.
More learning. More playing.
More growing. More dreaming.
The more I color, the more I live.
Within the lines. Without the lines.
I am what I share.
Music. Games. Movies. Apps.
I am what I create. What I mix. What I mash.
I am a co-creator. An ideas activist.
I am what I care about. Value and values.
Don't prescribe. Don't limit me.
Explode expectations. Thrill me. Delight me.
Perturb me. Scare me. Intrigue me. Anything but bore me.
I am a digital native.
No one device. No one platform.
I am now. I am the future.
I am connected. I am color.
The work that they created - together with a talented team of artists, programmers, designers and copywriters, is innovative, real and surprising conveying the energy and expansiveness of the brand.
"Color is about connecting to more, about more and more and more connections that explode everything the Vodacom subscriber already knows. It's edgy and adventurous, and exploits the inquisitive nature of our digital natives," they say.
"While this drove our creative interpretation - starkly black and white with full colour highlights and provocative images, it also formed the media strategy. That's why we avoided the usual until the last phase of the launch cycle - that's television and generic radio - to engage them with the unusual - pirate radio and viral - as well as the media that these members of the thumb tribe own, that is digital."
The new TV ad is flighting on national stations. Links
Grant Jacobsen - Executive Creative Director
Erin Brooks - Creative Director
Leon Moodley - Head of Art Direction
Iain Thomas - Senior Copywriter
Mohlalifi Lentsoane - Copywriter
Edna Brunido - Business Unit Director
Briony Fickling - Junior Account ManagerAbout Draftfcb South AfricaDraftfcb South Africa
is a network of specialist partners extending to both Cape Town and Durban, and including full-service advertising agencies, social marketing, digital, design, experiential marketing, retail, healthcare and PR. For further information, visit www.draftfcb.co.za
is the first fully integrated, global marketing communications agency to operate against a single P&L, with a network that spans 94 countries and employs more than 9,200 people. The agency is driven by The 6.5 Seconds That MatterSM, an operating system that recognizes the brief period of time marketers have to capture consumers' attention and motivate them to act. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioural, data-driven direct marketing. It firmly believes there is no way to separate creativity from accountability, which it refers to as Return on IdeasSM. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com