Vodacom - South Africa's leading cellular network enlisted the expertise of national PR agency Eclipse Public Relations to launch Vodacom Color, its new youth brand and product offering, With its 14-year history of providing strategic communications for clients in both the corporate and consumer arenas, Eclipse PR was selected in a four-way national pitch to drive a campaign that would enthral consumers, the media and Vodacom staff.
The new brand, available exclusively to under-25 year olds, called for the PR agency to create a launch campaign which played with the concepts of youth and colour. As part of its media strategy, Eclipse kept journalists and popular bloggers guessing with a week-long teaser campaign, in which they received a series of cryptic emails and colourful goodies designed to remind them of their youth. The media were also given the opportunity to trial the product. A similar campaign was run simultaneously for Vodacom staff along with an internal competition. Finally, all was revealed on Friday the 4th of June with a Technicolor announcement by Vodacom.
Eclipse will be leading an ongoing publicity campaign for Vodacom Color utilising platforms favoured by the Generation Y market. According to, Eclipse PR Business Development Manager, Jacki McEwen, "We have had a great deal of fun working on the launch campaign, which brought back many happy childhood memories of the things that coloured our youth. We are looking forward to creating even more excitement around Vodacom Color".
