Heita!

Launch campaign for a new cell phone operator in South Africa, Telkon, operating under the 8.ta brand name. The launch was designed by Johannesburg-based McCann Erickson, who had carte blanche to develop the entire project, including naming and graphics. It is shown here as an example of the development of a non-existent brand.

https://www.youtube.com/watch?v=xmTviZ1rxIU

The video above shows the launch campaign of a new cell phone operator in South Africa, Telkon, which operates under the brand name 8.ta (pronounced "8.ta"). heita). The launch was designed by McCann Erickson, Johannesburg who had carte blanche to develop the entire project, including naming and graphics. We show it here as an example of the development of a non-existent brand.

With huge public exposure on billboards, newspaper ads, and TV teasers that initially didn't even show the operator's logo, McCann's gave media visibility to the term "heita" (a colloquial greeting from the region, similar to the hi English) making it popular. To unite in the collective mind the expression heita With the "real" 8.ta campaign, in the term's pre-campaign the word was accompanied by a very determined and aggressive graphic (similar to the one Microsoft used years ago for the failed launch of the first Zune) with very urban drawings close to graffiti aesthetics. This same graphic, with these aggressive illustrations, would eventually accompany the corporate identity of 8.ta in the advertisements that launched the brand.

The ad that opens the video above is the final ad itself, in which the logo of the service finally appears and the pre-campaign for the launch of the new brand comes to an end.

Agency: McCann Erickson, Johannesburg, South Africa
Creative Director: Vanessa Pearson
Art Director: Sean Harrison
Copywriter: Tim Beckerling
Copywriter: Peet Englebrecht
Production company: Velocity Films
Director: Keith Rose
Launch: January 2011


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