Thursday, February 14, 2008

Neotel "festive season gift"

Telkom holds the monopoly as South Africa's only land-based telecommunications provider. Their infrastructure runs predominantly on copper wire systems, wich are not only inadequate for current broadband demand but are also frequntly stolen and prone to damage. Neotel, however, entering the market as telkom's first competior, operates on advanced fibre-optic technology. They wanted a festive season mailer to inform potential corporate customers of their superior service. Wire work is a thriving local industry with its sculptures and decorations being common items sold almost everywhere. They approached one of these wire workers to make 250 copper wire trees for them. They attached cards bearing the line, "Copper wire still has its uses" and distibuted the trees to business broadband users, most of whom are current Telkom customers.

Agency: TBWA\Hunt\Lascaris, South Africa.