CAMPAIGN CASE STUDY: “HEITA”
CLIENT: Telkom Mobile
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Target: LSM 1 - 10
Coverage: National
Date: October 2010 – April 2011
Media: 360° Campaign
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Background: Telkom Mobile wanted to launch South Africa’s 4th mobile operator, 8.ta. From a creative point of view, they wanted to use various teasers to get the general public talking about the obscure advertising before the operator was finally launched.
Campaign: Tractor Outdoor contributed to the bulk of the billboards in the Western & Eastern Cape focusing on strategic locations of public gatherings. Tractor worked closely with the client on a strategic level to advise on the best use of outdoor as well as placements that would deliver the highest ROI.
Result: 8.ta Mobile was finally launched on the 15th October 2010 and managed to build a subscriber base of approximately 200, 000 consumers within the first month. These figures indicate the power of using outdoor advertising when launching a new brand or product.
