Of the 100 million mobile subscribers in South Africa, MTN + Cell C, two of the leading mobile operators collectively held 62% of the market share. Vodacom represented a share of 38% and was facing financial headwinds, reputation and brand damage over an ex-employees court battle that generated threats of boycotts of goods and services from many customers.
The new consumer purchases the brand, not only the products and services; they’re buying an idea, an experience. The Durban July is AFRICA’S GREATEST HORSE RACING EVENT and it attracts millions of spectators across the continent to witness the R4.1 Million first place prize. Sponsoring the annual event, with this iconic spectacle of sport, fashion and entertainment, allowed the brand to pull on those levers.
The tagline WHERE THE PLAYERS PLAY was matched with the talents of; Fifa Football World Cup’s star player Kagisho Dikgacoi, Olympic world-record breaking gold medalist Ryk Neethling, Triple-Crown winning horse Power King, and Miss South Africa Bakang Montjane to express that Vodacom is at the intersection of where the latest trends and technologies meet. Out of home collateral, television ads, digital campaigns were aggressively activated for maximum exposure.
Vodacom’s market share increased to 44% with a resulting increase of 7 Million new subscribers.
We call this BRAND OVER MATTER.