Mobile giant tops survey

Andre Beyers

The survey comprised essentially two questions: 1 - Which company is the best advertiser in South Africa? And 2 - Who is South Africa's top telecommunications provider?

According to the latest Markinor Top Brands Survey released on Sunday, 19 August 2007, the answer to both questions is Vodacom, which has therefore retained its position as South Africa's top favourite advertiser, and was also recognised as South Africa's leading telecommunications provider.

Andre Beyers, the company's Managing Executive: Brand and Advertising, says, “We aim to delight our customers and constantly strive to build a leading brand in South Africa. We not only provide our customers with great products and services that meet their needs, but we are also passionate about celebrating and entertaining our customers year after year. The awards that we have won over the past year are testimony to this.”

Many elements make up a successful and unique marketing strategy. Beyers believes that these include “... a keen understanding of the fabric of the society in which the brand is trading; a similarly thorough comprehension of the brand's target audience and a drive to create a brand that is a cultural icon, rising beyond pure product advertising to resonate with all customers. Over the years, the company has achieved great success with its advertising campaigns, for example, the 4U Baby campaign, Mo the Meerkat, Leeuloop, the recent endearing Gods-Must-Be-Crazy rugby television commercial as well as the Lobola soccer television commercial.”

The company also scooped second place as the company that has Done the Most for Community Upliftment.

The cherry on top is that the company came in the top three as South Africa's overall favourite brand category.