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FCB Impact 361º launches Vodacom 'Talking Points'

FCB Impact 361º, the promotion and experiential specialists within the FCB South Africa Marketing Communications Group, has assisted Vodacom in launching 'Talking Points', a loyalty programme developed to reward Vodacom prepaid customers.

A multi-disciplinary campaign, the 'Talking Points' promotion includes educational as well as promotional radio, a 30 second TV spot, outdoor billboards, magazine and newspaper ads, inserts, point-of-sale and in-store promotional elements. It was devised by the creative team of Marthinus Duckitt (Executive Creative Director), Leigh Krain (Copywriter) and Michelle Casanova (Creative Group Head).

The challenge put to the team was to generate excitement for the programme as well as convey a great deal of information (as various recharge vouchers are tiered and linked to prizes). Duckitt says, "Essentially, radio, TV and outdoor were used to deliver two or three key messages while inserts, print ads and point-of-sale were used to explain the details. For example, the rewards that can be redeemed when reaching a certain Talking Points category (150, 250, 500 etc), keeping track of your Talking Points totals and how these Talking Points are exchanged to claim free rewards (such as cellphones, call discounts and SMS bundles)."

One of the teams more innovative in-store devices was a question-and-answer 'slider'. This dial comprised of two round cards laid back to back, with information sandwiched in the middle. The outer circles have die cuts so that the user can see through a 'window' and information on the inside circle can be read in isolation. The user rotates the top circle until he/she can see the option that was relevant to their latest purchase. For example, a R29 recharge voucher = 3 Talking Points.

"Despite the retail nature of the task, the consequential campaign was fresh and uncluttered using visuals to convey information simply, where words could have resulted in confusion," says Duckitt. It also utilised Vodacom's terminology - 'Yebohow' and 'Yebowhat'- and Vodacom branding to effectively and strongly link consumers back to the brand.



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C-Cubed Communications
(021) 852-7198

6 Apr 2006 09:55

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