Ogilvy South Africa

Self Cav


The Brief

The youth market perceives Vodacom as expensive and not for them. How do we grab their attention and prove we are while also having the best deals for under 25's?


The Solution

Today's youth are firm believers and practitioners of self-love online and offline. We created the NXTlvl Self Cav (Self-love) campaign, designing a striking, signature camo pattern symbolising the movement. We ran the campaign across social, display, print, out-of-home and on-the-ground activations. Leveraging relevant influencers boosted engagement; speaking to the youth and asking them to share their #SelfCav moments for rewards. 

Christopher's AI was used for social listening and special Self Cav packages featuring custom AR filters, were given to our influencers who particpated, which they shared again with their followers. Digital activations ran throughout, featuring NXlvl cups, sign-up stations and a SelfCav photobooth to share Self Cav photos online.