For the first time in three years, Virgin Mobile South Africa is running a television campaign. Each of the four 30 second TV commercials depicts a scene where one of the characters reaches a pivotal moment in time such as when soldiers are engaged in an intense gunfight, with one brave fighter poised to throw a hand grenade. However, before his action can be carried out, he suddenly runs out of steam and we see that he is a 'wind-up' toys that need to be re-charged/re-wound. The commercials all end with the tagline: "We know what running out of airtime feels like."
Black River creative director, Ahmed Tilly explains, "When you're on prepaid, you never know when you'll run out of airtime. It's like being a wind-up toy that could run out of power at any time and it usually happens at the most inopportune moments."
The commercials were directed by Peter Pohorsky from Plank Films and produced by Gareth Hansen. Flighting commenced on Sunday 7 August 2011 and the campaign is being aired on SABC, M-Net and eTV.
DraftFCB Cape Town was behind the creative effort of Engen's new corporate TV ad, aired across a variety of channels in South Africa on 11 September 2011.
The agency comments that it wanted to show the trustworthiness of the brand across the continent, and showcase its diversity in a fun and light-hearted way. "Our task was to demonstrate what it means to make people their Number One. It means thinking of their customers' needs before their own. This is the basis of friendship," says Nadja Srdic, managing partner Draftfcb Cape Town.
Lesley McDonough, group brand manager, says "We wanted to let people know we are a caring, positive, forward-thinking company that honours its commitment to strong relationships with its customers. We want it to be perceived as an African brand whose offering expands way beyond the forecourt - a brand perceived as understanding consumers and being responsive to their needs. We also wanted to show customers that it is here to stay and is committed to making their brand experience better every day in every country in which it operates."
The No Regret Friday movement has stepped up its campaign as last month South African Breweries filmed a series of new ads at roadblocks around South Africa. The first ad is flighting now on TV having also been created by Black River FC with Retroviral as the digital communications agency.
No Regret Friday is a part of the Reality Check Brand. The entire movement is showing firm support as it has had more than 10 000 South Africans visit the site and more than 43 000 page views. People are spending more than 4 minutes on the site and it has more than 2 000 likes on FB.
Critically, it has had 2 500 pledges to the campaign via the online pledge wall, including well known South Africans. Take the pledge on www.noregretfriday.co.za.
Additional two No Regret Friday ads added at 12.09pm on 16 September 2011.
