According to Winchester, Zuma shows that brands can go “from zero to hero” in a fairly short space of time and under extremely difficult circumstances, provided they're committed to sustainable brand-building processes in the form of strategically driven campaigns. This principle applies to all brands.
“At the beginning of April 2006, President Zuma admitted to showering in order to reduce the risk of getting HIV/AIDS. To many people, this statement was the low point of his political career. This weekend, he was inaugurated as our President and reached a high point in his political career. And, he did it by campaigning for at least three years. No matter what side of the political divide you're on, you have to admire the man's deeply strategic approach, courage, tenacity and hands-on leadership. The Red Phone's advert is designed to do just that!”
In challenging periods, like economic recessions, many brands run for cover. They batten down the hatches and wait for the storm to pass. But, winning brands, like Zuma, do the opposite. They leverage the dynamic and emerge fitter, stronger and far ahead of the competition. They connect with their target markets, engage around issues of concern, focus on the end goals and pursue excellence in the area of campaign delivery.
Winchester says that it was a clear-cut decision to run the advert. “It shows that we put our money where our mouth is, stand up and say what we think, and do it in an attention-grabbing and entertaining way.”
The Sunday Times advert was paid for by The Red Phone only, which is gearing up for a re-launch during June.
