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Vodacom king of ad jungle
According to Millward Brown, Vodacom’s ‘Leeuloop’ commercial was the most liked advertisement in the upper LSM group during 2006. Other Vodacom adverts performing among the top 1% of adverts measured in 2006 were ‘Mo’s girlfriend’ and the latest ‘George’ campaign featuring George mixing his catchphrases.
Vodacom and FCB Johannesburg also scooped two top awards at the 2006 Marketing Excellence Awards for the Vodacom Meerkat campaign, including ‘Overall Best Campaign’ and ‘Best Product Campaign’.
In addition the 2006 Markinor/Sunday Times Top Brands Survey credited Vodacom as South Africa’s second favourite overall brand, while retaining its number one position as South Africa’s favourite advertiser. Moreover, the Sunday Times Generation Next 2006 survey indicated that the youth perceive Vodacom as the Coolest Telecommunications Provider, and Mo, the Meerkat, was appointed as the third Coolest Brand Icon.
“Vodacom uses iconic branding to create familiarity and results in easy brand recognition. In today’s myriad of brands and brand advertisements, icons add a measure of consistency and continuity that consumers can relate to. Vodacom has created a brand that is truly in touch with South Africans, maintaining a dynamic and fresh approach,” comments Andre Beyers, managing executive: brand and advertising, Vodacom South Africa.
