The campaign answers the question "Easy, isn't it?" in a bid to stress that Vodacom Direct is "the easy online way to find your perfect cellular deal."
Vodacom Direct is more than an online cellular store. It is an intelligent website that provides easy-to-use tools to allow consumers to make a more informed decision to suit their unique individual cellular communication needs. This makes it the ideal quick-time solution for time-starved consumers and a web-based option for 'solution seekers'.
However, Vodacom Direct had previously used a more traditional, retail-based campaign to attract the mass market. So FCB was challenged to develop a new campaign that would, of necessity, define the marketing message and target a narrower group, the 'contemporary crowd' and the 'solution seekers' within LSMs 7-10.
With Vodacom Direct, there's no paperwork, no waiting, no advertising clutter, no queues, no stress, just online sales and support. This strongly appeals to the target market, which identifies with simplicity, efficiency, social identity, connection and technology.
FCB therefore decided to develop a brand campaign, using the word "easy" as the main proposition, to emphasise the fact that Vodacom Direct is the easy online way to find the perfect cellular deal without having to complete any paperwork or wasting time hunting for bargains.
The campaign promotes the simplicity of the website and encourages people to use it. It concentrates on print - mainly magazines; radio - 5FM, Highveld, KFM and Metro; television - stings and squeeze backs; and billboards, and will initially run for three months to mid-October.
Since the campaign's launch on 17 July, feedback has been extremely positive. After the first week, visits to the website had more than doubled, and further good news is expected.