It's no secret that Vodacom and Vodafone joined forces a month ago to become the most powerful cellular network partnership in the world. This strategic decision has provided Vodacom with a platform to offer South African Vodacom cellular users the best global coverage and faster and more advanced communication than ever before.
A two-phased advertising campaign has been utilized to establish this strategic partnership with two main objectives: firstly to introduce the Vodafone brand to the South African market, creating awareness of their presence in South Africa; and secondly to announce the alliance, the launch of 3G technology and its benefits for the Vodacom users.
According to Mthobi Tyamzashe, Vodacom's Chief Communications Officer, "There's been exponential growth in the development of mobile technology which is why Vodacom has developed and is launching third generation (3G) technology in December 2004."
He continues to say that "this new technology has the potential to enhance email and Internet access in the same way that cellphones revolutionized telecommunications 10 years ago. With the infrastructure in place, Vodacom will have the technology to power the 3G products that Vodafone will be supplying SA with."
The advertising campaign was conceptualized by FCB SA to introduce this technology and all the advantages that it represents to the South African public in an entertaining and demystifying manner, without all the technical information. The ad visually demonstrates how the technology and products can enhance lifestyles.
Time and future were the pillars of the overall campaign theme, making it relevant to
both the benefits that the alliance and the new products made available to Vodacom customers. This theme simultaneously conveys the excitement and eagerness that the market has experienced in anticipation of this technology and its products.
The comprehensive above the line campaign incorporates the use of all mediums, across a wide variety of stations and channels, simply illustrating how this partnership has helped bring this technology to South Africa, while bringing South Africa closer to the world.
