Sponsored by Old Mutual, this Award honours those companies who have, through advertising, promotional campaigns and consumer awareness, taken their brands to new heights.

VODACOM 4U WINS BRAND BUILDER WITH ITS TRENDY, YOUTHFUL CAMPAIGN

Vodacom 4U’s “Anywhere, Anytime Campaign”, with its cheeky and sexy ‘double entendre’ play on being able to connect and do it ‘anywhere… anytime’ was aimed at young adults who wanted a sense of control and connectedness over their lifestyle, future and social lives.

According to Farid Bhyat, Training and Operations Specialist at Vodacom 4U, the objective of the campaign was to sell the trustworthy Vodacom products and handsets while being a little daring and playful. “It was important that all aspects of the campaign were simple to understand, youthful and premium with a strong sense of style and design, very graphic and colourful. The intention was to position the stores in order to cater for the young adult/youth minded segment, predominantly 16 – 24. They would act as an energizer sub brand which would bring more funky, spunky attitude to the patriarchial, leadership brand.”

With more and more of the young, adult target market becoming just as comfortable within their ‘electronic’ selves as they are in their physical selves, Vodacom 4U aimed to bring together all these mediums of connection, information and entertainment into the Vodacom 4& strategy – resulting in the ownership of engagement spaces.

The runners-up in this category were…

POSTNET

Whilst PostNet has become a household name as retail business service centres, the successful launch of their sub brand PostNet Courier positioned them as the courier of choice for the SME, home business, individual and corporate business market.  The marketing and brand initiatives included redeveloping all internal and external branding, radio, television and print campaigns and a community service initiative with Rotary International and the SABC to donate a million books to under-privileged schools, libraries and communities.

MAXI’S

Since being taken over by Taste Holdings in 2005, Maxi’s has grown from 28 outlets to 60 outlets and has been cleverly repositioned and revamped as a trendy quick service restaurant for the whole family.  Besides the launch of new menus, new uniforms, new signage and new national promotions, radio and TV campaigns and internal brand campaigns, Maxi’s has captured the public’s attention with its Recipe for Success, it’s more than just a meal by line and its “let’s get cooking’ campaign.