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.
Bibliography: * (2007), Vodacom Case Study.