TV and Radio Campaign for Vodacom Google
Client: Vodacom
Project: Radio and TV Campaign
Agency: Finetune Studios
Introduction
Vodacom, a leading telecommunications company, sought to expand its reach and enhance its marketing efforts through a radio and TV campaign focused on promoting its partnership with Google. The objective was to create engaging content that could resonate with a broad audience across South Africa, using a multi-language approach to cater to the diverse linguistic landscape of the country.
Problem Statement
The primary challenge was to produce a radio and TV campaign that not only adhered to Vodacom’s brand guidelines and message but also effectively communicated in various vernacular languages. The aim was to ensure that the campaign could reach and engage a wide demographic, making the message more relatable and impactful.
Research and Analysis
Target Audience:
The campaign targeted a diverse audience across South Africa, requiring translation into multiple vernacular languages to reach all segments effectively.
Campaign Requirements:
The client supplied pre-written scripts, which needed to be adapted and localized to fit different linguistic and cultural contexts.
Voice Talent:
Finding suitable voice talent that could accurately represent each language and convey the intended emotion and tone was crucial.
Finetune Studios' Action
Script Translation:
The scripts provided by Vodacom were translated into various vernacular languages, ensuring cultural relevance and clarity in communication.
Voice Casting:
Finetune Studios sourced multiple voice options to match the tone and language requirements of each script. Once approved by the client, the voice talents were booked.
Scheduling and Coordination:
Audio sessions were meticulously scheduled, incorporating all necessary voice talents and language supervisors to ensure accuracy in pronunciation and tone.
Music Selection:
On the day of recording, the client briefed the audio engineer on the desired genre of music. A music search was conducted to find tracks that complemented the campaign’s tone and message.
Recording and Mixing:
Voice recordings were conducted in-studio, with real-time supervision to ensure quality. The recordings were then mixed, incorporating music and sound effects to enhance the overall impact.
Approval and Dispatch:
After the spots were mixed, they were sent to Vodacom for approval. Once approved, the spots were coded and dispatched to various radio stations, adhering to the supplied chaselist.
Results
- The campaign successfully produced multiple radio and TV spots that effectively communicated Vodacom’s message in various vernacular languages.
- The spots received positive feedback from both the client and listeners, demonstrating the effectiveness of a localized approach in reaching a diverse audience.
- The campaign’s seamless execution and delivery showcased Finetune Studios’ expertise in managing complex, multi-language projects.
Conclusion
This case study illustrates Finetune Studios’ capability to handle large-scale, multi-language campaigns efficiently. By providing tailored solutions that cater to the linguistic diversity of South Africa, Finetune Studios ensured that Vodacom’s message was clear, engaging, and culturally relevant.