Before any creative could be rolled out, the Brand, Comms and Amplification strategies had to be unpacked and approved by the Vodacom Marketing team and Exco.

The outcome of the offering was to retain old, acquire new or migrate existing customers onto the higher-value RED plans.

After evaluating and assessing all iterations of the work done by other parties, and adding a strategic layer, the outcome was a re-focussed brand strategy, with creative tools developed to take the brand to market.

The second phase entailed building a communication strategy and messaging framework, and writing all copy for the various outputs, platforms and channels.

The body of work began with a critical assessment and a sifting of all creative done up to that point, tightening and repurposing to sell the concept at Exco level, and then springboarding from this to create a tailored identity for the brand’s high-end audience.