What will it take? Driving sales and branding in a flooded market
Written by: MyPressportal Team Save to Instapaper
M&C Saatchi Abel’s MWEB Fibre Campaign knows what it takes to make you switch to MWEB Fibre
Building a brand message that is intricately tied to driving sales may seem like a complicated task in an always-on world where consumers are flooded with information.
But not if you’re committed to brutally simple solutions, and M&C Saatchi’s MWEB “What will it take for you to switch?” campaign unleashes the persuasive power of action in a world flooded with information at a click.
Brands are increasingly finding themselves in a competitive environment with information overload. None more so than the digital arena. Everyone with access to the internet knows what fibre is, and so the team at M&C Saatchi Abel asked themselves a game-changing question: if everyone knows about fibre, even those who don’t already have it, what’s keeping them from switching?
Carolyn Holgate, MWEB’s General Manager says: “Smart, simple, effective. Thanks for the great work”
Mark Winkler, Creative Partner from M&C Saatchi Abel says that the starting point for the campaign was to understand that the Fibre market is over-saturated with internet service providers all selling the same thing and wanting to “own internet speed”. “We wanted to rise above this messaging in order to stand out. Telling someone about your product is easy, but making someone actually think about your product is a different story.”
Coaching winning behaviour
Turning consumer apathy into action requires motivation. Who inspires us? Who lights a fire beneath us to unleash our potential? The MWEB campaign needed to inspire people to get out of their internet rut, to take action. People stuck watching the “loading” icon, while languishing in a pixelated world in slow motion, need that inspiration. They need a life coach. Or an actual coach.
The creative masterstroke was associating the brand with the need to switch to fibre. By coaching consumers, the campaign is able to rise above the chorus chanting about intangibles such as bit rate and line speed. Well-known and admired rugby coach and motivator Nick Mallet speaks directly to those in an internet rut, urging them to realise that MWEB Fibre is the better internet.
“If someone as well-known and outspoken as Nick Mallett can’t shake you out of your apathy and make you realise that your life will change once you switch to MWEB Fibre, nobody can. And it was fantastic working with him – Nick was better than most actors I’ve seen on set,” says Mark Winkler, Creative Partner at M&C Saatchi Abel.
Speaking of the set, and perhaps an anecdote of the authenticity of the campaign, Mallett organically ended up giving life coaching to one of the campaign’s supporting actors!
The end result is a full 360-degree campaign speaking to consumers on all channels. You may be happily apathetic or simply stuck in an internet rut, but coach Mallett will find you. And he will coach you on how to change your online life.
Campaign details
Live in three bursts:
Burst 1: 8 May – 31 JuneBurst 2: September – NovemberBurst 3: February 2020 – March 2020
A full 360 solution utilising the following platforms
- TV
- Paid media (TV Sync, GDN Banners)
- Social Paid Media (Facebook, Instagram, Twitter, YouTube)
- BTL (Flyers, posters, acquisition mailers)
- CRM (Newsletters, mailers)
- Internal Activation
-- ENDS --
FOR PRESS INFORMATION PLEASE CONTACT: Stephanie DaweE: stephanie@eclipsepr.co.zaT: 021 023 0440 |082 590 5038
ABOUT M&C SAATCHI ABELEstablished in 1995 by brothers Maurice and Charles Saatchi and founded on the philosophy of Brutal Simplicity of Thought, M&C Saatchi is today the largest independent advertising agency network in the world, with 29 offices globally. Locally, the M&C Saatchi Group (South Africa) comprises six separate companies, one of which is M&C Saatchi Abel.
The agency’s doors opened in 2010 and, in less than five years, grew to have offices in Cape Town and Johannesburg, as well as a presence throughout sub-Saharan Africa. In addition to being one of the most influential agencies in the country, M&C Saatchi Abel is renowned for creating beautifully simple solutions to a complex world that have earned the company an ever-increasing list of accolades and awards. The remaining companies in the M&C Saatchi Group (South Africa) are M&C Saatchi Connect, M&C Saatchi Africa, Dalmatian, Creative Spark and Levergy.
We submit and automate press releases distribution for a range of clients. Our platform brings in automation to 5 social media platforms with engaging hashtags. Our new platform The Pulse, allows premium PR Agencies to have access to our newsletter subscribers.
Latest from
- Rainbow Celebrates Women QA Leaders Committed To Nourishing The Nation Safely
- Khayelitsha Clinic Increases Sterilisation Drive To Reduce Pet Overpopulation And Disease
- South African Central Bank Assesses Minimal Impact From US Tariffs On Trade And Jobs
- Ammat Global Resources Drives Congo Oil Growth With Bold Targets At African Energy Week
- FAO Reports 1.6 Percent Monthly Increase In Food Price Index Led By Vegetable Oils
- Business Partners Highlights Urgent Need To Bridge Gender Finance Gap In Entrepreneurship
- Mustadafin Foundation Champions Young Single Mothers Through Empowerment Initiatives
- New Pnet Insights Show Gender Divide Continues In Wages And Senior Workplace Roles
- Neema Foundation Launches Registration For 9th Silent Walk And Run To Empower Deaf Community
- Spier Launches Private Villas Featuring Heated Pools And Outdoor Entertainment Areas
- Labour Court Clarifies Political Parties Should Avoid Acting As Proxy Trade Unions
- Expert Advice On Transforming Channel Partners Into Powerful Brand Advocates
- LG Online Brand Shop Hits One Year Milestone With Strong South African Customer Growth
- Penquin Celebrated For Creative Excellence In Africa By Smarties 2024 Business Impact Index
- Sentech Welcomes Clarinda Simpson As CFO While Announcing Leadership Restructuring
The Pulse Latest Articles
- Reimagine Your Daily Ritual: Meet The Shower That Does More Than Just Cleanse (August 4, 2025)
- Xlink: An Avant-garde, Purpose-driven Fintelco Driving Digital And Payments Interoperability On The African Continent (August 1, 2025)
- Success Is Just The Beginning For This South African Brand (July 31, 2025)
- Embassies Business Fair And Conference 2025 To Fast-track Africa’s Global Economic Integration (July 31, 2025)
- There Is A Small Business Funding Readiness Crisis In South Africa (July 30, 2025)