The new series of commercials were created by agency DDB, produced by Tennant McKay and directed by Hilton Tennant.
The three ads, said CEO Nico Bezuidenhout, would feature benefits of the Mango Plus business travel product, self-check conveniences and their on-time performance, which has, he claims, for the past nine months, topped the domestic aviation charts. “The creative employed in this campaign shows an evolution in our value proposition,” said Bezuidenhout. “In the past two-and-a-bit years, Mango became quickly recognised as the most affordable airline in South Africa. Beyond that, it became necessary for us to communicate a broader value proposition to our guests.”
He said that in the current economic climate consumers seek value, even in affordable instances. “Mango has developed an aviation product unrivalled in the domestic low-cost market. An award-winning in-flight magazine, Juice, our in-flight entertainment system Mango TV and, of course, our multi-channel distribution strategy and variety of payment method acceptances online are equally complemented by the airline's on-time performance and focus on the ease of doing business with us.” Mango's new payoff line reads “Easy On The Pocket, Easy On You”.
The campaign kicked-off on Monday, 1 June along with the airline's offer of up to 20% discount on its business travel products Mango Plus and Mango Flex.
