Credits & Description:
Advertising Agency: KING JAMES, SOUTH AFRICA, Cape Town
Executive Creative Director: Alistair King
Creative Director: Devin Kennedy
Creative Director: Devin Kennedy
Scriptwriter: Devin Kennedy
Agency Producer: Gina Howse
Account Supervisor: Melanie de Winnaar
Advertiser's Supervisor: Nadine Damen
Producer: Gina Howse
Sound Engineer: Tully McCully
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
MVO1: Hi, I’m Luke from Marketing.
MVO2: And I’m Marvin, from the Advertising Control Board.
MVO1: Every 117th person who registers online for Kulula Connect’s newsletter will win a free phone, or Kulula flight vouchers worth R2000!
That’s (bleep) amazing!
MVO2: Whoa! You can’t say (bleep).
MVO1: Really? That’s (bleep) rubbish.
MVO2: Well, that’s the (bleep) law.
MVO1: But it’s a (bleep) great deal.
MVO2: Doesn’t (bleep) matter.
MVO1: Fine. Fine. Visit www.Kulula.com for this 'Fantastic' offer.
MVO2: That’s much (bleep) better.
SFX: Kulula.com mnemonic
Brief Explanation
Kulula is one of South Africa’s low cost airlines. Recently the airline launched Kulula Connect which offers amazing deals on cellphones and mobile internet. The objective of the campaign was to highlight Kulula Connect’s amazing offerings. The campaign was flighted on all major stations and aimed at anyone who already has or would be in the market for a cellphone or mobile internet.
As the message had to contain some hard sell elements, we decided to use humour to make them interesting and still enjoyable. Everyone knows that, in advertising there are things you can and can’t say. By creating a fictitious Advertising Authority spokesperson 'regulating' the radio ad really drew attention to the offer and resulted in a great response.
The Radio ad titled BLEEP was done by King James advertising agency for product: Connect Mobile Phone Network (brand: Kulula.com) in South Africa. It was released in the Nov 2008. Business sector is: Commercial Public Services.
Promo, Case study
