Mobicel

#GoingPlaces Campaign.

Client

Mobicel is a phone manufacturer that focuses on the the entry level handset market.

Requirements

Mobicel wanted to shift their marketing efforts to focus more on brand awareness, while retaining the direct response elements that have traditionally driven new users to their product. The purpose of this spot was to create a talking point amongst Generation X to position Mobicel as a go-to brand for the younger generation who are on the move and #Goingplaces.
- 90 Second Brand Commercial
- 5 x 15 Second Social Cut Downs
- BTS video content for each Influencer to connect their audience to their journey for the brand
- 1 x Billboard Image for each influencer to go with their illustration
- 15 Lifestyle Image library for other print applications

Solution

We collaborated with the client to develop a concept that could naturally fuse the need to drive traffic with a compelling story and visuals. The core of the campaign strategy was to select cast who were on the cusp of making big waves in their respective spheres of influence which echoed the position of the brand.

Services

Creative Development
    + Concept development
    + Creative Direction
    + Campaign Strategy

Pre-Production
    + Logistics
    + Location Scouting
    + Prep
    + Casting

Production
    + Production
    + Directing
    + Photography
    + Video

• Post-Production
    + Photo Editing
    + Color Grade
    + Video Editing

Babes Wodumo holding a Mobicel mobile phone for the Mobicel Going Places Billboard and Campaign Image which was shot by Michelle Wastie PhotographyBabes Wodumo holding a Mobicel mobile phone for the Mobicel Going Places Commercial which was directed by Michelle Wastie PhotographyBabes Wodumo holding a Mobicel mobile phone for the Mobicel Going Places Commercial which was directed by Michelle Wastie PhotographyBabes Wodumo holding a Mobicel mobile phone for the Mobicel Going Places Commercial which was directed by Michelle Wastie Photography

Creative Concept and Strategy

The concept was simple: discovering talent that were on the same upward curve of influence that the brand found themselves on the cusp of.
Strategically, this would mean that the client would enjoy the benefit of the exponential upward curve of influence that unfolded for each influencer while acquiring their ambassadorship at a time where they are still at the beginning of their growth process.
Telling their stories authentically from the perspective of the brand's story is at the core of the creative strategy, in order to ensure that each influencer's audience would be authentically connected to the Mobicel process.
They are confident in forging a unique path for themselves by taking the road less traveled.
Everyone involved in the collaboration benefited off of each other's growth and exposure while being introduced to new audiences which was an all round exponential success.
Original score produced by Sketchy Bongo for Babes Wodumo and Shane Eagle.
Featuring:
Babes Wodumo, Kingsley Palime, Linda Mbuso, Maitele Wawe and Shane Eagle

Maitele Wawe & Shane Eagle holding a Mobicel mobile phone for the Mobicel Going Places Commercial which was directed by Michelle Wastie PhotographyMaitele Wawe holding a Mobicel mobile phone for the Mobicel Going Places Commercial which was directed by Michelle Wastie PhotographyMaitele Wawe holding a Mobicel mobile phone for the Mobicel Going Places Commercial which was directed by Michelle Wastie Photography

Stills and Video Shoot

The video and stills were captured around downtown Johannesburg, Newtown, Braamfontein over an extended shoot day.

Linda Mbuso holding a Mobicel tablet for the Mobicel Going Places Commercial which was directed by Michelle Wastie PhotographyLinda Mbuso holding a Mobicel tablet for the Mobicel Going Places Commercial which was directed by Michelle Wastie PhotographyLinda Mbuso holding a Mobicel tablet for the Mobicel Going Places Commercial which was directed by Michelle Wastie Photography

Timeline

- Pitching and quoting – 4 weeks
- Concept Development Preproduction and production – 3,5 weeks
- Shoot – 1 extended shoot day
- The postproduction process – 10 days

Shane Eagle holding a Mobicel mobile phone for the Mobicel Going Places Commercial which was directed by Michelle Wastie PhotographyKingsley Palime holding a Mobicel mobile phone for the Mobicel Going Places Commercial which was directed by Michelle Wastie PhotographyShane Eagle holding a Mobicel mobile phone for the Mobicel Going Places Commercial which was directed by Michelle Wastie Photography

Behind The Scenes

BTS video content for each Influencer to connect their audience to their journey for the brand.

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