Telkom 8ta - 'Heita, South Africa' Integrated Campaign
With this multi-award winning campaign we launched South Africa's 4th Mobile Operator by saying 'Heita' (a colloquial term for "Hello"), starting with an unbranded teaser phase.
Teaser OOH (Above and Below)
Large scale artworks appeared across the country overnight. The only thing linking them was the predominantly black and white illustration, each featuring a single pink dot.
Teaser Print (Below)
Later that week the greeting appeared in newspapers as a series of aerial photographs, the word "Heita" cryptically woven into familiar South African landscapes, but still no hint as to who this was from.
'Beach'
'Farm'
'Shacks'
'Taxi Rank'
Launch TVC, Brand Reveal (Below)
With unbranded messages appearing everywhere and conversation exploding online, we dropped our launch spot, saying "8ta" from SA's 4th Mobile Network.
Roll-out across all elements (Below)
All previously unbranded elements received the logo including OOH, Print, Taxis and various TV broadcast elements, such as the idents below, which aired before the Weather Report.
'Hail'
'Lightning'
'Rain'
'Heatwave'
'Hurricane'
Results
8ta surpassed its year one Subscriber target in the first quarter after launch, making it the fastest growing and most successful cellular network launch in South African history.
