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Johannesburg - Not everyone outside the "braaivleis brigade" likes Vodacom's 'Player 23' campaign, which many see as shockingly old-school, but it demonstrates that the power of television hasn't waned.
The campaign revolves around Jan, the die-hard fan without whom the game would not be what it is - and who is as valuable as an extra player in the team. Jan is the 'big idea' at the core of a major marketing campaign using every touch point possible - including a website, a mobi-site, print, radio, stings and squeeze backs, and a 60-second television commercial featuring a song that has taken fans by storm.
Morris believes television remains integral to the marketing mix. "It still has a big role to play, especially in South Africa."
Velocity Films co-founder Barry Munchick agrees. "It's still an inexpensive way to reach large numbers," he says. "But a commercial can no longer be used as an entire campaign. Instead they are increasingly forming part of a larger campaign and can drive traffic to websites."
The Vodacom ads show web and mobi-sites where viral videos and pictures of Jan can be downloaded. According to Morris, fans made their own Player 23 shirts and sang the theme song at matches.
"They became ambassadors because it resonates with them." He adds that while television may not always be the answer, it will be a factor when it comes to blue-chip clients. "However, it would be naive to think things will stay the same."
- Fin24.com