With approximately one million Vodafone live! customers exposed to the campaign, Vodacom South SA MD Shameel Joosub says: “Mobile advertising and the associated technology has matured to the point where it compliments classic media in a number of areas.”
Greg Lewthwaite, Nike SA's brand communication manager, adds, “Nike's constant drive for innovation is key to our communication strategy and the use of this digital media platform to reach our target audience is a perfect fit. Digital media is a vital element in our efforts to connect with our market on a more personal and interactive level.”
Trigger, Nike's digital marketing agency based in Johannesburg, identified the use of mobile channels as an integral part of this campaign. Working closely with Vodacom, Trigger developed an integrated digital campaign using Vodacom's Mobile TV service and downloadable content of this campaign on Vodafone live! The integrated Internet and mobile viral marketing techniques used will allow the public to share in key elements of this campaign with their friends and family.
On 15 June, one day prior to the national campaign launch, Vodacom customers were able to view the new Nike “Just Do It” television commercial, at no cost, on selected Vodacom Mobile TV channels and were able to download the new television commercial, via their 3G Vodafone live! cellphones.
Vodacom's new Mobile Media platform also enables its customers to send various creative components of the campaign to their friends and enter the Nike promotion using their cellphones. All components are integrated with www.justdoit.co.za, where additional functionality allows visitors to interactively engage with the new Nike campaign.
Concludes Gavin Rooke, MD of Trigger, “There is a clear emergence of digital mediums as the hub of marketing. One simply cannot ignore the massive growth in these interactive channels and the effect this contributes to the marketing mix.”
