Fibre was never officially launched for Vodacom and was treated as an always on communication stream that relied heavily on the functional and Geographical sales messaging to drive sales.
The Brief:
Create new film content to both position Vodacom Fibre in line with the brand and to drive more sales interest – this to be treated as the official launch.
Insight:
We found that having Fibre, fundamentally changes a person’s life. Having access to fast and reliable internet is no longer a luxury, but a basic need for our target market.
This impacts various areas of the consumers’ day to day life:
Entertainment: Streaming, music, gaming
Work and Business
Exercise
Education
Connectivity to things that ultimately makes life easier for the consumer.
Our Solve:
Vodacom Fibre saves you from yourself. Without something to keep you entertained, who knows what you can get up to? From cardboard knights to date-night disasters, you can be sure of one thing – only “Fibre Can Fix This”. These TV adverts highlight the dangers of idle hands in a uniquely humorous way.
With a fluid mockumentary style, and some freedom for the actors to create moments of magic that could never be repeated, these adverts gave the brand a unique voice in over saturated Fibre market, a much-needed boost in recognition with stand-out humor.
The various content pieces were shot specifically for best practice digital and content and was edited for the unique purpose they would serve on multiple channels: From Boomerangs to Instagram Stories, YouTube pre-rolls and programmatic display – the objective was to create broad awareness around Vodacom’s Fibre offering with a secondary objective to drive commercial sales.
With the staggering amount of video views achieved – the KPIs were met – and in some instances, exceeded.
Vodacom’s fast and reliable fibre internet: making the world a safer, saner place.
Our primary strategy was to raise awareness around the Vodacom Fibre product, in a humorous way that would capture the audience attention, achieve video views, create awareness, and show the various benefits a household can gain from Vodacom Fibre
While our secondary objectives was to gain Vodacom Fibre leads.
In order to achieve the objective of awareness from a paid media perspective, we used broad interest-based targeting to maximise the campaign reach and drive broad awareness.
In terms of the creative, we created short video assets that were humorous to keep the audience engaged, while separating the assets into 3 benefit focused streams.
These 3 benefit ‘workstreams’ focused on:
Gaming
Streaming
Education
