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Yebo Feva for South Africa by South Africa

FCB Impact 361° Johannesburg launched South Africa's first television advert created 'by South Africans for South Africa' on Sunday 15 January on behalf of the FCB South Africa group's client, Vodacom.
Thanks to over 10 500 MMS's (picture and video) sent to a Vodacom site the duration of Vodacom's MMS promotion, FCB Impact 361° had a virtual 'photo album' of the country's warmest, funniest and most entertaining summer moments.

More than 100 of the images in this 'album' have now become a television commercial with content created by extraordinary South Africans from every part of the country and representative of its citizens' many different lifestyles.

FCB Impact 361°'s Marthinus Duckitt explained: "As part of Vodacom's Yebo Feva! end-of-year campaign, South Africans were asked to spend a few days in November and then December taking MMSs (picture and video) of their favourite summer moves and sending them to the agency. Those that did, stood the chance of winning several great prizes - R100 000 free Vodacom airtime, eight funky Ford Ka cars and 100 Z500 Samsung 3G cellphones were given away to those whose MMSs captured the best of a South African summer.

"Every fortnight for the campaign's duration, new print ad was produced featuring the previous 14 days' winners providing a visual count down to the final 108 winners in all. In total, we received 8 956 MMS and 1 065 entries.

"It was great fun sorting through the entries but terribly difficult to make a decision on which to use. It's pretty obvious from the ad that South Africans everywhere had a wonderful time imitating the Yebo Feva! commercial and interacting with the Vodacom brand," he said.

Vodacom's brand manager for the youth market, Shereen Rimmell, added: "It's simple; we like the way you move, South Africa, and here's to making 2006 another Yebo Year."

Editorial contact
C-Cubed Communications
Petra Peacock
(021) 852-7198

24 Jan 2006 09:19