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South Africa has one of the worst literacy rates in the world. A turbulent past, widespread corruption and immense poverty has made access to quality education a luxury, not a right. Committed to connecting people with possibilities, Apple Inc.’s free iTunes U app enables anyone and everyone to access world-class education anywhere in the world.

Using print, radio, digital marketing and in-store branding, we were able to effectively communicate the benefits of the free iTunes U app. It would give learners access to educational material at secondary and tertiary school levels. While an in-store iApptitude test would enabled potential customers to win their very own iPad along with R500 in iTunes store vouchers.