A truly mobile ad campaign for Z-Connect

Tanzania's fourth cellular communications provider, Z (pronounced 'zee') has recently launched a new ad campaign, produced by through-the-line advertising agency, Roots Marketing Communications. The first campaign for Z's new CDMA mobile offering, Z-connect, is a communications mix using local public transport, (the dala dala), as an alternative medium to grab the public’s attention. "With one of the propositions of the campaign being download speed, we found it a fun and very campaignable idea to juxtapose it with the local transport system, which is notoriously slow," says Roots creative director Ulric Charteris.