Vodacom Takes Over Durban

To communicate the cellular service provider's commitment to Durban, its marketing communication partner, FCB Johannesburg, developed the line 'Durbs – we're all over you'. This was used, in conjunction with the logos of the three events, on street posters and light boxes in the city but concentrated around the beachfront. It also featured on a billboard at the Johannesburg airport, selected because of its proximity to flights to and from Durban.

To complement the 'all over you' campaign, FCB Johannesburg developed various executions promoting the three individual events. Media selection again focused on billboards, street posters and light boxes. There was also considerable signage and Vodacom presence at all three events.

Generating additional excitement for the Vodacom Challenge, the agency encouraged supporters to SMS the word 'Mayibuye' – which means 'bring it back', the theme for the Vodacom Challenge – to a competition number offering numerous prizes, including a new Nissan bakkie as first prize.