Tamba Mitandao Yote
Client:
Airtel Tanzania
Category:
Campaign
Date:
20 June, 2019
Here to Know About This Campaign
Campaign Name: “Tamba Mitandao Yote”
Agency: Ogilvy Africa Tanzania
Client: Airtel Tanzania
Year: 2019
THE BRIEF.
Airtel Tanzania came-up with a first-of-its-kind GSM voice proposition that offered flat PAYG call time rates across all service providers without having to enroll to any bundle. Subsequently, they needed to run a campaign to bring awareness to this proposition.
THE INSIGHT
Subscribers from all MNO service providers were aware (and had embraced) that calling cross network is more expensive than calling within the same network. Additionally, most of them subscribed to bundles and were therefore unaware of the exact PAYG rates.
THE BIG IDEA
To create a campaign that uses creative analogies to disrupt and transparently communicate the all new PAYG rates to its subscribers.
THE EXECUTION
Airtel Tanzania partnered with Ogilvy Africa to develop an advertising campaign titled “Tamba Mitandao Yote”. It featured 3 short films which told the story of 3 protagonists who performed impressive tasks while being blindfolded. This portrayed the confidence that comes with making calls while using Airtel. It really didn’t matter which network subscribers were calling — they would enjoy a flat affordable rate regardless.
The campaign was executed across TV (click here), digital advertising and social media.
THE RESULTS
Not documented.
CREDITS:
- Advertising Agency: Ogilvy Tanzania.
- Copywriting: Salim Mohammed.
- Scripting: Salim Mohammed, Tony Mwesigwa and Christopher Shayo.
- Creative Direction: Tony Mwesigwa.
- Art Direction: Christopher Shayo
- Account Management: Elizabeth Nyimbo and Hemedy Kombo
- TVC Director: Kenny Mumba.
- TVC DP: Tom Marais
- TVC Production House: Ahoy Films.
- TVC FP: Brendan Wassermann.
- Set Sound: Swartori Productions
- Colorist: Craig Simonetti.
OUR PORTFOLIO
