To launch Fibre connectivity in South Africa, we created a integrated campaign around the biggest frustration modern humans have to deal with: buffering, or, as we call it #MotherBuffer.
We launched with our first TVC: 'Superhero'.
We followed with our second TVC: 'Western'.
The whole campaign was supported by a Twitter entertainment-bot that worked even on the slowest connectivity, a digital game where we put out a 'bounty' on buffering to end it all, and... well... just watch!
The saying 'Mother Buffer' entered national linguistics, and has become a well-known phrase all over South Africa.