Welcome to the High Life is the name of a Vodacom campaign, created by ad agency Draftfcb Johannesburg, that profiled the mobile phone operator’s sponsorship of the Vodacom Durban July, South Africa’s premier horse racing event which took place on 7 July.
The campaign’s purpose was to raise the race’s profile among young and socially ambitious South Africans, as well as encourage them to attend the event.
Created by a team comprising Brett Morris (chief creative officer), Neo Mashigo (executive creative director), Grant Sithole (creative director), Ryan Dupen (art rirector), Uviwe Mangweni (copywriter), Nichole Enslin (art director), Lethu Zimu (copywriter) and Alan Lewus (head of Art), the campaign comprised a 30 second radio spot; outdoor, print, two 30 second TV commercials (TVCs) and a 45 second extended online version of the TVC.
The TVCs were directed by Mfundo Mkhize of Ola Films over one day on location at La Chatelat in Sandhurst, Gauteng.
Commenting on the agency’s approach to the campaign, Mashigo said that the Vodacom Durban July grants the “average Joe’ licence to feel like a celebrity and be a part of the upper end of society. This drove the team’s creative thought process.
“Being open to the public, the Vodacom Durban July is a day in the year where ordinary people can find themselves in extraordinary situations, living the high life,’ he said.
“With this campaign, our creative idea that matters was to show how Vodacom gives everyone the opportunity to enjoy a life of luxury, if only for one day.
“Our previous campaigns for the event had a relatively serious tone. By way of change, this year we’ve taken a comical route which shows our “average Joes’ in “high-falutin’ situations. However, a glimpse of their “normalness’ shines through for a split second, and that’s what gives the ads their charm.’
“The objective of the radio promotion was to drive a competition where 60 lucky listeners would have the opportunity to win double tickets for an all-expenses paid VIP trip to the Vodacom Durban July.
“Celebrities and VIPs attending the Vodacom Durban July enjoy the company of an entourage, a group of people that keep them company and attend to their every need,’ added Morris.
“Vodacom will make certain its 60 winners receive the same experience with employees enhancing the winners’ day at the races by catering to all their needs to ensure they have a wonderful day and build lasting memories.’