Wolf Pack producer Sketchy Bongo and artists Aewon Wolf and Kyle Deutsch are collaborating with Cell C to communicate its data deal, which gives users three times the data each time they spend R50 or more.
Briefed to develop a through-the-line campaign that would explain the value and benefits of the new MegaData product, FCB South Africa partner agency 1886 opted to utilise the Wolf Pack and their distinctive style to grab the attention of its target market, mainly pre-paid users in the 6 to 8 LSM groupings.
The team of executive creative director Stuart Stobbs, creative director Natalie Urban, art director Mark Livini and copywriter Mbeu Kambuwa developed ‘iBlind’, a campaign that’s aspirational and uniquely South African toned.
You can view the ad, which is flighting on major DStv, SABC channels and e.tv here. The TVC is supported by radio, outdoor, press, point-of-sale, online and social media.
“What makes this ad so special is the performance by Aewon Wolf and members of the Wolf Pack,” says Cell C’s executive head of marketing, Doug Mattheus.
“Aewon and the pack are relatively new to the music industry but have such a distinctive and fresh style, something Cell C is keen to align with given its own slightly maverick take on the industry and the opposition,” he says.
“As soon as the ad launched consumers started to comment on the amazing song that was specifically created for it. It’s really created a buzz and lifted interest for our MegaData deal within our core market,” Mattheus concludes.
The ad was shot in Soweto in two days by Egg Films’ Lebogang Rasethaba. The original sound track was composed by Sketchy Bongo Productions, and Left Post Production and Freq’ncy handled all the necessary editing.
For more information, visit www.fcb.co.za. Alternatively connect with them on Facebook or on Twitter.