INSIGHT
Vodacom, leader of the mobile communication in Tanzania suffered
from a poor image. Vodacom was perceivedas being a cold-blooded
monster, haughty and expensive which were causing detrimental
consequences to its growth.
MY IMPLICATION
I was the senior creative director/art director for Tanzania
working in relation with the FCB regional creative director
for Vodacom Africa.
CONCEPT
Vodacom is a true citizen of Tanzania, that brings people
closer together and that offers the best value for money.
Vodacom reflect the image of modern Tanzania.
- Phase 1: Vodacom is close to people. Vodacom is the people
of Tanzania.
- Phase 2: Vodacom brings people closer together wherever you
are. Vodacom helps develop Tanzania.
FCB Tanzania launched a national campaign that
includes
TV, press, outdoor and radio as well as developed tactical campaigns
including promotions and special events to prove the best value
for money Vodacom had to offer.
IMPACT
Vodacom Tanzania passed the million subscriber and
had record benefits for 2005 while the brand progressed
very positively in the consumers mind (national audit 2006).
Vodacom and FCB Africa requested the adaptation
of the creative for the Democratic republic of Congo.
JWT Russia for ORIFLAME, Natural Swedish Cosmetics
FACTS:
RUSSIA, population, 143 millions.
Russia ended 2005 with its seventh straight year of growth, averaging
6.4% annually
INSIGHT
Oriflame was orchestrating it’s comeback in advertising
after 10 years of silence. The company was mainly
focusing on direct sales to extend their distribution
network and had lost their image as cosmetic manufacturers. The
task was to re-position the brand in the cosmetics segment and
bring it back to its roots, all in a very competitive environment.
The primary target is women 18 to 30 +.
MY IMPLICATION
I was involved as Senior Creative Director, Art Director on the
international pitch for Russia and Eastern Europe.
The concept tested successfully and JWT Russia won
the pitch for the international campaign.
CONCEPT
Cosmetic advertising being standardized, the consumer
worships at the temple of glamour, where the high-priestesses
are the super-models. Ordinary women believe they can be beautiful
while staying true to themselves and Oriflame is their natural
path to beauty.
- Phase 1: To intrigue and bring attention to
the natural beauty of Oriflame girls, causing even super models
to be envious.
- Phase 2: To explain the natural beauty of Oriflame girls and
bring humor to the super models reactions when other women match
their beauty.
Oriflame 1 - Your natural path to beauty
Oriflame 2 - Your natural path to beauty
IMPACT
3 months after its launch, Oriflame achieved its best
sales since 10 years. The campaign inflamed lots of
talk among women who admired or hated top models.
Oriflame International appointed JWT Russia as their
agency for Eastern Europe.
For fun, how can top models prevent Oriflame
spreading
as new year gifts?
JWT Russia for UNILEVER with Brooke Bond tea and
Lipton yellow label.
Brooke Bond is part of the Uniliver russian tea brand portfolio.
Russia is a tea market, mainly for tea leaves.
INSIGHT
Lipton realized that its offers in the tea sector was
relatively poor in comparison to the range of flavors
offered by the competition. Unilever chose to launch
as a test, « The Brooke Bond Ceylon Tea ».
MY IMPLICATION
I was the senior creative director/art director for the launch
of « Brooke Bond Ceylon Tea ». I worked
closely with the JWT regional creative director on Lipton,
to adapt a unique concept for Russia.
CONCEPT
Brooke Bond brings true Asian spirit to Russia with a pure Ceylon
tea allowing true tea lovers to discover a new original taste.
IMPACT
The rate of trial scored high and Unilever appointed JWT
Russia for the launch of the Lipton global campaign and
develop Russia’s own concept.
FACTS :
Cameroon, Western Africa
Population, 18 millions. Language french/english + ethnic
Because of its oil resources and favorable agricultural conditions,
Cameroon has one of the best-endowed primary commodity economies
in sub-Saharan Africa.
INSIGHT
The national telephone network being a catastrophe, France Telecom
decided to launch Mobilis the first mobile phone network ever
in Cameroon. Mobilis positioned itself as the only telephone
network you can have faith in, allowing a nation to communicate
together.
MY IMPLICATION
I was the senior creative director/art director working in close relation with Paris, France Telecom headquarter.
CONCEPT
The task was enormous starting with the ABC’s of a mobile
phone network in a country where more than half of the population
is illiterate. An educational campaign was launched to introduce
Mobilis using animation as the best way to deliver the message
at large.
- Phase 1: Educational – the network you
can count on.
- Phase 2: If you are not mobile, you are immobile. Launch of
the Joker prepaid card nationwide. The campaign was based on
music, the only way to reach the different ethnic groups, and
to communicate with the whole nation.
- Phase 3: Joker K, Keep in touch the Koolest way.
The introduction of SMS with The Joker K campaign targeted youth
in a very fashionable way. The spot featured Sami Diko, an up
and coming local star in the music industry.
IMPACT
The introduction of the mobile phone in Cameroon was
long awaited for and Mobilis was a triumphant leader allowing
the population the freedom of communication. Mobilis, now Orange,
is still the leader in Cameroon.
The JOKER campaign was awarded at the Worldwide
Francophone Advertising Awards.
Algeria, North Africa
Population, 36 millions. Language, arab, french.
Orascom, 15 millions subscribers, leading mobile telecom company.
INSIGHT
The Algerian government decided to impose to national operators, for security reasons, the identification of all their subscribers. The purchase of a SIM card was not subject to identification of the purchaser and the state imposed a delay of one month before requiring the interruption of non- identified lines. Orascom Telecom Algeria had 4 million subscribers to identify urgently at the risk of losing colossal incomes.
MY IMPLICATION
I was the senior creative director working in close relation with the Orascom Communication Chief Officer.
CONCEPT
Who better than a local star loved by the public to send a strong message with humor that would be listened and heard by all the population. We decided to work with the famous and well respected Algerian humorist, Mustafa l’Oranais to deliver the threat of an imminent closing of their line if not identified, without generating a negative image against the leader of the Algerian mobile company. This information campaign was launched during the sacred month of Ramadhan and has been reinforced by incentive promotional offers. The media campaign was launched nationally on television, radio, print, public relations and point of sales material.
IMPACT
3,5 million subscribers have been identified before the government deadline.
