ABOUT

Every year, “Own Summer” is the main objective of Vodacom as their biggest sales season rolls in. The only obstacle is the target market:

Everyone.

So, the problem facing the brand in 2019 was less-than-simple, to personalise a message to the public.

Our solution was to take the mechanic and make it modular.

Shake-to-win is a popular way to generate business, so why hide from that? For this route we focused on the film content first, building the shake mechanic into the advert and using it as a transition blur from scene-to-scene. This allowed us to build a bank of scenes that could be stitched together seamlessly and on-the-fly. Using digital algorithms based on consumption models, we were able to create a unique piece of content for everyone, perfectly designed to suit every individual’s interests. In addition, it wouldn’t be Vodacom if it didn’t find the hottest Summer track – the entire campaign was held together by the catchy “Fetch Your Life” which moved the brand’s succes