BUS4016S – Promotion and Advertising Management
Case Study: “VODACOM”
In May 2006 Vodacom implemented its new wave of memorable, typically South African adverts (Vodacom Case Study, 2007). The campaign was initially started in an effort to deal with the up and coming issue of mobile number portability. The idea of being able to change cellular service providers while maintaining your mobile number was going to be institutionalised for the first time in South African history. This case study will cover a number of factors which made this campaign so successful, as well as focusing on other similar campaigns and there impact on the South African market. The case study will be compartmentalised into five segments; each focusing on the aspects which make up the various campaigns. The strategic objectives behind the Lucky and Lucky marketing campaign: The primary objective of the campaign was initially posed in the form of a question: “How do we (Vodacom) leverage customer service as a competitive advantage, where mobile number portability seemed inevitable” (Vodacom Case Study, 2007). In other words Vodacom wanted to highlight its superior customer service to reduce the number of port-outs (individuals leaving the service provider for another, while maintain their current cellular number) and maximizing the number of port-ins (individuals joining the service provider from another, while maintain their current cellular number) when mobile number portability was institutionalised. Thus they wanted to put forth an image that Vodacom was a consumer-orientated technology company. This was the initial concern of Vodacom’s which sparked the Lucky and George campaign. As the campaign progressed it grew in strength and popularity. This prompted Vodacom and its advertising agency, DraftFCB, to utilize these two characters to address various other issues within Vodacom’s products and services offering. Each of the campaigns deals with one of these various issues. However there is a main premise which each of these campaigns seems to follow. The ‘Two Types of Consumers Dilemma’ is that premise. Vodacom identified that there were two types of consumers: the techno-natives (those who are completely at home and comfortable with technology; and those, mostly older, individuals who are not so adept in using technology and struggle with it. Also rather than expose their ignorance these individuals stay quiet, thus not benefiting from the full advantage of the technology on offer. These two types of consumers are personified in the duo of Lucky and George. This is an issue for Vodacom because it forms a barrier to their ability to sell to these particular individuals’ better and more sophisticated products, services and applications (Vodacom Case Study, 2007). In each of the campaigns these two premises are a constant feature, as shall been seen further in this case study. Target audience:
The target audience of these campaigns can be broken down into four groups. The first is those individuals in society, mostly over the age of 35, who struggle with technology and are not using technology to its full potential due to either their ignorance or stubbornness. The second group is those who are comfortable with technology though do not understand the full benefits of using Vodacom as a service provider. The third is individuals who use Vodacom as their service provider, though like the techno-natives mentioned above, are unaware of the various benefits that being part of Vodacom offers. The final group is prospective Vodacom client who are currently unsatisfied with their own service provider and are thus looking to utilize another. The Success of the Lucky and George Campaign:
Much of the success of the various Lucky and George campaigns can be linked to Vodacom’s marketing past. The Lucky and George campaign is memorable and follows on from Vodacom’s previous string of unforgettable characters, each of whom seem to endear themselves to the...
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