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Lighting a fire with Kulula.com
Kulula.com briefed morrisjones&co to come up with a radio concept that communicates all the routes in the Kulula.com network - the airline now flies nine routes round South Africa, the newest routes being Jo'burg to East London and George to Cape Town. The concept developed uses the very recognizable music and style of the old Peter Stuyvesant commercials.
Download and listen to the radio ad (592 KB)
As low cost airlines are traditionally seen as flying to fewer destinations than other airlines, this is an important message to communicate to consumers. These commercials portrayed the lifestyles of the rich and famous and sold themselves as the 'International Passport to smoking pleasure'. The voice over chosen also emulates that of the one used in the old commercials with a deep American accent.
"We have used this style that is so familiar to South Africans, to communicate that Kulula.com is your national passport to traveling pleasure. Using descriptions of the cities on the routes in the same style as the destinations in the Peter Stuyvesant commercials - with a bit of a twist," explained MD, Nina Morris.
"Once again, what has been so successful for Kulula.com is taking traits of very South African scenes and using these in a humorous way that South African consumers can associate with and enjoy in a way that is uniquely Kulula.com."
