Developed in conjunction with experiential marketing specialist agency FCB Impact 361°, the show is intended to reward Vodacom's 16 million customers for their loyalty and continuing support. The programme debuted on October 18th on SABC 1, and continues every Tuesday until April 2006 in a three-minute slot just before 18:00.
In addition to the R1 million bonanza, other handsome cash prizes, Ford Focus motor vehicles, Motorola cellphones and Vodacom vouchers can all be won by texting any nine letters of the alphabet to the Yebo Millionaires SMS line. Users of Vodacom's contract, prepaid or top-up packages may enter, and all receive two free SMSs each week to facilitate participation.
The show was conceptualised and developed by a team from Vodacom and FCB Impact 361°, a unit within the FCB group focused on promotional campaigns, events and launches, digital design and sponsorship strategies, implementation and leveraging.
Backing up the Yebo Millionaires series is an extensive promotional campaign spanning all SABC TV and radio channels as well as selected independent radio and print media.
'In its 11th hugely successful year of operation, Vodacom wanted to acknowledge and thank the millions of South Africans whose ongoing loyalty make Vodacom the country's top telecommunications brand,' Nelson says. 'What better way than through a national TV game show which is both fun and exciting to watch, and creates the life-changing opportunity to become an instant Yebo Millionnaire?