Vodacom Enhance
Creative Campaign and Concept Development
Problem:
Existing & potential clients are unaware of the extensive services and additional products available to them within the Vodacom offering.
The Ask:
Vodacom would like to create customer awareness of the benefit of consolidating their connectivity with Vodacom, particularly amongst their mid-upper LSM markets. Therefore offer their consumers more value through bundling all of their offering into one with a resultant proposition that drives the “ENHANCE” value offering and entices them to take up more services, ENHANCE’ their contracts and find a creative way to position and communicate the basket of offerings to customers within the ENHANCE umbrella.
Context:
Vodacom ENHANCE offerings range includes add-on devices such as watches and buds, smart tech for the home, such as gaming consoles and appliances, as well as services of device insurance and more.
With such a broad offering, the campaign to create customer awareness had to promote the reason one should add-on and ‘ENHANCE’ their contract with the secondary communication being what offerings were available.
Development:
In the brainstorming phase while investigating why a consumer would choose to ENHANCE, we started looking into the below and what happens when we choose to add-on to the things we love, make them better and improve on them.
Essentially when we get that little bit of value, that cherry on top, that something we either forgot we had or are happy we now have. We feel stoked, relieved and excited when we realise we have something that’s better and improved. That “agh nice,” or “Ha! This is great!” moment. When we’ve upgraded our lives.
We discovered its about getting that bit of extra value and the joy it brings us.
...And when we’re happy, we express our feelings of joy. We tell people about it, laugh about it, smile from ear-to-ear. We say “Yessss”, “Woo-hoo” and “Ha-haaa”
The Creative Solution:
We wanted to showcase that joy visually. Bring it to the forefront and have it resonate with the viewers. We did this using typography and expressive imagery. This became the hero, selling that joy and happiness that is associated with 'Enhancing' rather than the product itself.
Roll out:
The creative campaign would feature multiple pieces from normal awareness messaging to the educational aspects of 'What is Enhance' and 'Why Enhance'. This was covered on various platforms from traditional print media and out-of-home elements, to the digital and social space, as well as in-store.
The retail requirement included looking at the pricing block and how 'Enhance' products could be added to an existing offer. On pages where there were multiple offers, we also designed holding devices to call-out as secondary messaging on a page that already had other communications present.
Enhancing the idea:
Stairs to give you THAT feeling and ENHANCE your day
The stairs fitted with pressure plates would release sounds when stepped on. (Sample of the stairs reference idea below)
These stairs could be utilised in:
1: A Gym. It’s a high-energy area with lots of foot traffic and already quite loud. It’ll add extra energy and joy to the space.
2: Sports stadium. Again, a high-energy area filled with excitement, and this would hype the fans up even more, adding to the atmosphere. While also building on the Vodacom Sponsorship portfolio of local teams Kaiser Chiefs and Pirates.
Enhancing the idea:
GYM Activation
We would place a digital screen with Vodacom messaging and a sound level meter. For a chance to win daily giveaways, people would give us their coolest, loudest expression of joy and we would keep a leaderboard until we have a winner at the end of the day. This leaderboard would remain for the week and at the end of the week, the top scorer would win a wearable with OneNumber (eSIM capability) perfect for gyming.
However...
As it happens sometimes in the creative space, following roll-out for launch, the decision was made to go in an alternative direction that spoke more to various "tribes" of people. This did limit the target audience when selling various Enhance add-ons to multiple types of people (Eg a person who is a 'fitness fundi', wouldn't necessarily look at an ad that is speaking to 'home-bodies'). But the campaign we put together did still perform and has since brought in additional revenue for Vodacom.
Below is some of the designs we created and that went live.
