Vodacom: TAMMY

Credits & Description:

Advertiser: VODACOM
Agency: IRELAND DAVENPORT
Category: Commercial Public Services incl. Healthcare & Medical
Advertising campaign: TAMMY
: Leonard Ngece (OMD)
Cd: Eric Wittstock (Ireland Davenport)
Account Director: Glynis Rudolph (Ireland Davenport)
Producer: Natalie Andrews (Ireland Davenport)
Account Director: Brenda Mtshali (Ireland Davenport)
Business Unit Head: Bernadette Briglin (Ireland Davenport)
Cd: Bruce Murphy (Ireland Davenport)
Ecd: John Davenport (Ireland Davenport)
Ecd: Philip Ireland (Ireland Davenport)

Effectiveness
In the first week of launch, Vodacom’s Red Package soared in sales. Vodacom didn’t just reach their projected figures but exceeded all expectations by 15%. The campaign also generated a 200% increase in website traffic, numerous sim swaps and a host of online activity on twitter and facebook. The radio take-over generated great hype with radio stations and the general public talking non-stop about Pat and his relentless need to get hold of Tammy.

Strategy
We were asked to launch Vodacom’s new Red package to the South African market. RED is a cellular package that gives the consumer unlimited calls, sms’s and a large internet bundle.

Execution
We created a radio campaign that would communicate to the consumer that with the red package you could talk as much as you want without worries. We orchestrated a radio take over by airing our ad intermittently, on every radio station in the country for an entire day. By interspersing 10 second spots between songs, news, ads and talk shows, we were able own the radio waves and generate much desired hype and depict our message perfectly.