ADDITIONAL CREDITS: Vanessa Pearson, Keith Rose, Yvonne Hall, Tim Beckerling, Sean Harrison, Peet Engelbrecht, Michael Polizia, Ami Collective, Zapiro, The Deli.
A BRAND SAYS HEITA FOR THE FIRST TIME
The launch of 8.ta, South Africa’s fourth mobile network. South Africa’s vast majority have little to no web access. We used traditional media on an unprecedented scale, sparking viral wildfire. An unbranded teaser campaign generated epic intrigue across all viral platforms using one word, “Heita”, a colloquial/local slang term meaning “Hello” and the written form of our brand name, 8ta.