In July 2007, South Africa's second fixed-line operator Neotel partnered with TBWA\Hunt\Lascaris as its communications partner to assist in positioning it as the preferred provider of leading-edge telecoms services in South Africa. At a media briefing on Friday, 1 August 2008, the first 60-second animated Neotel TV ad was unveiled by TBWA client service director Deon van Druten. [video]
The ad will be seen for the first time on small screens today, Monday 4 August, and radio, print, online and outdoor will follow later.
Said MD/CEO Ajay Pandey in announcing that Neotel is beefing up its muscles so that it can be the preferred service provider, "We now have a presence of about 170 to 180 of the top 350 customers in South Africa. Even though it has taken quite a long time for Neotel to gain a comprehensive presence in the market, we have been doing fairly well since launching our corporate services. We have been blamed that we are not visible [and] through this ad, South Africans will now be able to see who we are and what we stand for,” said Pandey.
Explaining what the ad aims to achieve, Druten said, “The focus is to articulate Neotel's core vision to the outside world. Our task was to come up with the word that says who Neotel is and what they aim to do. Which is to help South Africans overcome the technology constrains they are faced with on a daily basis. Neotel promises to provide them what they never had before. Hence the pay off-line we are often told what we can't do. Today we are telling you what you can do.”
Neotel is aiming at closing in on its competitors and to have the slice of the market pie that Telkom has been enjoying over the years. In just two years of operating in South Africa, the company has signed up to 350 corporate clients worth R1.5 billion and is rolling out wireless and fibre-optic networks to seize fixed-line revenues from Telkom.
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