When South African mobile giants Vodacom wanted to tell people about their exciting new family-orientated mobile technology and data deals, they asked us to help. And we looked at the new Vodacom One Family offerings and saw a chance to create something really special.
We needed to open a new channel that would grow their current customer base, encourage engagement and ultimately increase brand loyalty. And that's how the all-new Vodacom One Family print and online publication was born.
Vodacom One Family: A multi-platform solution
A printed magazine would offer readers a positive brand experience when at home and to extend the engagement, a digitised online magazine would be available on mobile devices.
We devised an over-arching content and design strategy for a quarterly magazine that could embrace a wide range of ages, stages and family styles, carefully considering how families desire to stay connected to each other.
For many people, digital connectivity is still an unknown quantity, so content needed to speak to this issue. To add value, we combined it with family-focussed bundled deals and offers.
We packaged the content with stylish, on-brand design in Vodacom's signature red, and used accessible imagery that speaks to our market.
Owned media as a promotional platform
All marketing and advertising material drives the reader to the Vodacom One Family website, which then provides a link to the online publication.
To ensure the publication does not compromise the zero-rated status of the Vodacom website, we set-up a unique web address to host the digitised magazine, allowing seamless access and fast downloads to the targeted customer base.
A seamless marketing journey
Digital adverts on GDN and social media launched the publication to an existing customer base and a new target audience. The advertising strategy also included their organic channels.
A promo video of the publication was aired at the 2019 Vodacom RAGE Expo in Johannesburg to launch the magazine.
Also see how we launched the 361 Degrees sports brand in a new market, how we used emotion to rebrand Indonesia’s biggest fashion retailer Matahari and how a fresh new fashion strategy boosted the Nevada brand.
Plus: Explore the possibilities of gaining a competitive advantage with our brand strategy service and how to amplify it with superior brand design, coupled with next-level content creation and publishing and spectacular digital design for better brand marketing.
And see our special guide to marketing during COVID-19.