In the latest television adventure, Mo stops his very flashy "Pimped up" car at a robot on a beach front road. As he pushes a button on the dash, the car starts dancing on its souped-up suspension, subwoofer bouncing, and two oversized speakers rising up out of the back like twin skyscrapers. Astonished bystanders stop and stare but, as Mo gets out the car and boogies to Daddy Yankee's 'Gasolina', everyone runs to join in the party while a harassed policeman tries, unsuccessfully, to restore order.
In the crowd, a curvaceous lady Meerkat catches Mo's eye...and he is smitten. However, she mysteriously slips away. Mo's eyes drift over the sea of faces as he searches for another glimpse. The search pose is subsequently mistaken by the crowd as a new dance move and they quickly follow his example. Mo gives a slightly downcast shrug and then carries on partying.
The limber meerkat is certainly the darling of South African crowds, having picked up array of awards for Vodacom and FCB Johannesburg, including a Marketing Excellence Award where Vodacom won a Grand Prix award in the category of Brand Marketing Campaign, as well as a Gold award in the category of Products & Services. In addition, the 2006 Sunday Times/Markinor Top Brands Survey credited Vodacom as South Africa's second favourite overall brand, while retaining its number one position as South Africa's favourite advertiser. The Sunday Times Generation Next 2006 survey indicated that the youth identified Vodacom as the Coolest Telecommunications Provider, and Mo the Meerkat was appointed as the third Coolest Brand Icon.
Says Andre Beyers, Vodacom's managing executive of brand and advertising, "One of the key successes of Vodacom's brand power is our focus on iconic advertising. But you can't do the one without the other, it doesn't work. People can't just smile at your ads, there has to be something concrete beneath, including innovative products and services, impact driven sponsorships, customer insight, investment in people and a clear focus on the brand and what it stands for.
"The look, feel and tone for Yebo Feva will be carried across all communication and experiential elements such as beach soccer, beach clean-ups, and Soweto Derby day. The new sound track that the crowds dance to is a hit in Europe and with this in mind, we aim to stay ahead of the game and make this summer's greatest hit 'Gasolina'," concludes Beyers.
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