Vodacom Dr Yebo Retail Campaign

•

Vodacom (Vodafone RZA) understood that South African's grapple with the idea of 'data'. Most don't even know what the term means. This leads to a lot of misunderstanding and customer service issues. Vodacom tasked us with creating a campaign which breaks down the explanation of data into 'byte' size pieces, as well as promote and sell their many data products.

We formulated a campaign which uses a popular local actress and comedian, and renamed her Dr Yebo. As the face for Vodacom Data, Dr Yebo made learning about data fun and easy to understand.

With Ogilvy JHB tasked to create a Youtube video channel (click here), we created a retail campaign with fun and informative activations for the public, and also the Vodacom staff.

An example of a retail poster promoting one of Vodacom's (Vodafone RZA) very affordable data products.

We also created ownable territories for posters: 'Top Data Tip' posters, 'Top Data Tools' posters and 'Top Data Products' posters. All geared towards offering the consumer the information and tools they need to be data savvy.

All devices popular in our target group were branded with stickers promoting our new campaign and pointing our consumers onto our online portal.

Instead of the boring brochure format, we created a convenient business-card-sized quick-reference guide, which informed consumers about all our Data tools.

We created a 'Little Big Book on Data' which contained informative tit-bits, data facts and tips and useful Vodacom data products.

Online and in-store, we created an interactive tool that lets people understand Data usage. This device was feature on a number of point-of-sale items, on the Vodacom website and also on various touch screen in strategic locations and malls.

Using in-store device screens and printed media, we created a hands-on experience which gave our customers the chance to experience why smart devices use Data doing their favourite online activities through a live in-store demo. Also, the Daily Data Calculator embedded in the standee displayed just how much Data was being used in total. By better understanding their Data needs, customers were in a better position to choose the Data plan and bundle that was right for them.

In the hands of the standee device, you can see the live device with Daily Data Calculator.

Another hands-on experience, this interactive window display gave our customers the chance to experience why smart devices use Data doing their favourite online activities by using the Vodacom Data Calculator. By better understanding their Data needs, customers are in a better position to choose the Data plan and bundle that’s right for them.

Touch-screens in strategic locations in malls and stores, with FAQs and interactive quizzes gave our customers an engaging and memorable way to learn about smart devices and why they use Data.

Also, Vodacom Emerging Market stores had the option to install a live device demo on already existing POS priority tables to interact with the Data Calculator.

We also created in-store Deezer/YouTube Power Players. These fun, interactive data 'jukeboxes' demonstrated how music and video streaming use Data with a Daily Data Calculator which displayed just how much Data was being used in total. Deezer is an online music service which partners with Vodacom, much like Spotify and very popular in Sout hAfrica.

A life-size Dr Yebo Standee welcomed customers in-store to learn more about how to manage their Data better.

We suggested Vodacom cleaverly cross-merchandise with a popular South African bubble gum (Chappies), known for their wrappers with 'Did You Know' facts in their wrappers. By using the existing mechanic, Vodacom could print 'byte-sized' chunks of information on data in their own range of Chappies wrappers. This idea literally breaks Data education into small chunks of information that are easier to digest.

We created a Data on the Fly activation, in which we gave airport travellers 500MB of Data to test drive on demo VBDs (Vodafone Branded Devices) while waiting for their flights. This was a great way to show them how the devices use Data, also the Daily Data Calculator displayed just how much Data was being used in total.

Staff were also incentivised with customised staff packs. This pack contained everything to equip staff with what they needed to know about Data. It also contained a Data t-shirt that staff wear in-store that invited customers to ask them questions about Data.

For the campaign, we equipped Vodacom sales staff with two types of sales tools:

Data Wheel - This is a cost-effective way for sales staff to explain Data usage to customers. Because of their relatively low cost, each member of sales staff had one and they were even given to customers who signed-up or upgraded.

Data Calculator - This app was loaded onto a Vodacom Branded Device. This tool gave the sales staff a very quick, effective and interactive way to explain Data usage. This approach was fun and engaging. It also gave sales staff the opportunity to demo the device and convert to a sale. This approach was rolled-out in flagship stores along with Data Wheels.

To drive staff engagement and education, we created an app that sent a Data Tip and a Data question every day. Staff were rewarded for engaging with the app and answering questions correctly with free Data and the chance to become a Vodacom Employee of the Month. Employees of the Month went into the monthly draw to appear as a member of Dr Yebo’s Crew. This platform made it easy to motivate staff and keep them engaging.