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Nashua Mobile calls on SA sporting icons for seasonal campaign
Independent cellular service provider Nashua Mobile has invited some of South Africa's best-known sporting icons to star in six television advertisements, complemented by online, print, radio, instore promotions, calendar and outdoor.
The list includes rugby stars Percy Montgomery, John Smit, Jake White, Jean de Villiers and player of the year Bryan Habana; cricketing icons Graeme Smith, Shaun Pollock and Makhaya Ntini; and Paralympics swimming champion Natalie du Toit.
"The campaign links the attributes of each of the featured sports stars to elements of Nashua Mobile's brand personality or to specific products or services that we are promoting," explained Nashua Mobile marketing director Doug Mattheus.
For example, an advertisement starring Shaun Pollock and Mkhaya Ntini links the speed, accuracy and reliability of the cricketers' bowling to the performance of high-speed cellular data technologies such as EDGE and 3G.
Over the festive season Natalie du Toit will promote a social responsibility message - an Arrive Alive-endorsed reminder to South Africans not to talk on their cellphones while driving unless they use hands-free sets or Bluetooth headsets.
"Natalie du Toit bounced back from a traffic incident to win gold, but others might not be so lucky. That's why Nashua Mobile decided to be the first cellular company to promote a message to drive safely," said Mattheus.
"This campaign has allowed us to create synergies with the marketing and advertising strategies of our major network suppliers, who are active sponsors of South African sport."
