Vodacom has launched ‘The World of Smart’ with a new campaign from Draftfcb Johannesburg to promote its Smart Plans, a range of price plans that bundle Internet, Talk and SMS into one plan for smartphone users.
Utilising Vodacom's two intrepid personalities, Mac and Marcus, the campaign incorporates television, press, magazine advertising as well as an online element.
Shot over two and a half days at the Golden Island Studios and Vodacom World in Midrand, the TVC was devised by Draftfcb Executive Creative Director Gareth Paul, Creative Director Erin Brooks and Art Director Kyra Antrobus, Copywriter Erin Brooks and directed by Fresh Eye Films’ Dani Haynes.
It opens at Vodacom World where Marcus hands Mac a pair of nerd glasses before they push through the revolving door to enter. As they do, he proclaims ‘Smart is in!’ and the interior dramatically switches to a showbiz scene complete with a chorus line of fashionable Smartsters wearing nerd glasses, braces and brogues – and sporting smart devices.
“One only has to look around at your nearest shopping mall to realise this is indeed an ad imitating life,” says Paul.
“And, once inside The World of Smart, Mac and Marcus are introduced to the Smart Plans offering in an entertaining way. Using classic showbiz lighting, staging and choreography, the benefits of the Smart Plan are brought to vibrant life: we even recreate the iconic Ponte building using smartphones for windows.
“Mac and Marcus emerge at the end of their journey, Vodacom bags in hand, true believers in Smart.”
“Smartphones are a game changer,” says Managing Executive of Marketing at Vodacom, Enzo Scarcella. “Customers are now moving to a world of apps, mobile internet, mobile videos and content creation. It’s a whole new ball game.
“As smartphones become more affordable, it’s important to support them with affordable internet, talk time and SMS. With our new Smart Plans, we’re giving our customers the ability to get everything they need in one convenient plan.
“The outtake from this ad certainly is that there’s a whole new ‘World of Smart’ revolution going on and – with Vodacom’s trusted network, widest range of smartphones, devices and new all-in-one Smart Plans – everyone can be can be part of it.”