Ogilvy South Africa

Brand Purpose Campaign


The Brief

In 2019, Vodacom will have been operating for 25 years, and wanted to share the good work they had been part of over this time in terms of South Africa’s development, and their commitment to continuing to be a purpose-led brand in future.  Vodacom wanted to show a side of the brand not often seen in the public domain which is dominated by fun, humour and commercial imperatives – an organisation that cares about the country and its future.  The brief was to develop a campaign that increased brand engagement and love using emotive storytelling and reinforce the Masterbrand positioning statement – “The Future is Exciting. Ready.”

The Solution

The decision was to use Vodacom’s considerable investment in education as a springboard to tell the story about just how important access to digital education resources is and will be in changing the world.  Vodacom has several programmes which have been implemented over the past quarter century to deliver better access to education and to improve digital education skills – but choosing just one felt underwhelming, and showcasing them all frankly boring.  

The team therefore developed a story across generations which draws from the recent past and projects into the future to show the possibilities that access to digital education could bring.  

The television commercial is the first of various executions where Vodacom will be unpacking their three purpose pillars to their customers and the country.