For the second time in a row, Vodacom’s summer promotion has received recognition for advertising excellence. The “Play Every Day” 2016 summer advertisement has been awarded Kantar Millward Brown’s Q4 Best Liked Ad. Vodacom’s campaign, featuring the now famous ‘Instagrannies’, gave customers the chance to become a millionaire, win data, airtime, devices and lifestyle prizes such as a trip overseas and weekends away.
Kantar Millward Brown’s Best Liked Ads list celebrates South Africa’s favourite TV commercials rated as the most liked by a South African audience. The study offers deeper insight and understanding around the performance and effectiveness of advertisements. The Best Liked Ads list is based on the Adtrack newcomer measure, which is the first in-market measure approximately two weeks post-launch for all new brand commercials flighted. The measure for each advert includes ‘prompted awareness’, ‘verified noting’ and ‘liking’.
Around 2 200 new brand ads were measured against a nationally representative TV viewing population, with each ad tested against a weekly sample of 200 people. The top 10 for the quarter were identified by ranking the liking scores and filtering out all executions that achieved a noting below normal levels.
“Vodacom Play Every Day 2016 was the most engaging mobile platform ever created by our brand. We are delighted that our best promotion to date resonated with South Africans and ensured an increase in customer appreciation for the Vodacom brand,” says Nyimpini Mabunda, Chief Officer of Consumer Business at Vodacom. “The 2016 summer campaign continued Vodacom’s tradition of creating ads that are personable, playful and proudly South African. The promotion exceeded our expectations, creating three new millionaires. It was played more than 500 million times by 16 million people, with 80 million voice and data bundles allocated up to 31 January 2017.”