‘If it’s nice, then you get it twice’ is Vodacom’s mantra for its 2012 summer blitz which will doubleTalk, SMS & Internet purchases made during 1 Nov – 14 Dec. The promotion also offers double your million with Vodacom Millionaires, double deals and double entertainment.
While remaining true to the company’s over-arching promise of ‘Power to You’, the promotion is a major component of Vodacom’s intention to give customers more this summer.
The creative team from Vodacom’s long-standing marketing partner, Draftfcb Johannesburg, interpreted ‘more’ as ‘double’.
Comprising Brett Morris, Erin Brooks, Napoleon Masinga, Innocent Mukheli and Collette Wasielewski, the team gives meaning to the concept in a South African-spiced television commercial following the life of Mrs. Reddy, an Indian mother who became obsessed with doing things in doubles after the birth of her twin boys.
The over-riding take-out from the fast-paced spot is ‘If it’s nice, then you have to do it twice’. It’s given extra appeal and memorability by the agency’s use of worldwide hit and YouTube phenomenon, ‘Gangnam Style’ from South Korean rapper, PSY.
Setting the scene for the ‘Double Your Summer’ initiative, the ad is just one element of a 360° campaign seamlessly delivering the message nationally. Utilising out-of-home, radio, print, digital and activations, it kicked off on November 1.
View the TVC here: http://www.youtube.com/user/VODACOMTV?v=DB-KbvKcHkI.
Creative agency: Draftfcb Johannesburg
Key account management: Romaine Mackenzie, Francois van der Merwe, Musa Phanga
Executive creative director: Brett Morris
Copywriter: Erin Brooks, Napoleon Masinga
Art director: Innocent Mukheli
Head of design: Collette Wasielewski
Strategic planner: Kabelo Lehlogwane
TV production: Vanessa Borthwick
Media planners: Noleen Cochran, Leandra Cloete (OMD)
Production company: Picture Tree
Production company director: Allan Irvin
Editor: Tessa Ford