Brief: Launch 8.ta, South Africa’s fourth mobile network, focusing on the pre-paid, youth market. Generate broad level brand awareness. 1 million connections in 6 months. 15% of the market by 2015.
Solution: South Africa’s vast majority have little to no web access. We used traditional media on an unprecedented scale, sparking viral wildfire. An unbranded teaser campaign generated epic intrigue across all viral platforms using one word, “Heita”, a colloquial/local slang term meaning “Hello” and the written form of our brand name, 8ta.
Results: Reached 1 million connections within 6 months, 3x Virgin Mobile’s total customer base since launching 5 years ago. Millward Brown measured engagement and persuasion significantly above norm. Awareness, noting, equities measures and market penetration was 54%, extremely high for a brand launch. Top-of-Mind awareness way above key competitors at 74%.