Radio was our preferred medium and channel, because it is the biggest medium in South Africa, with a maximum reach to the mass market which was our desired target audience. We saw this as an opportunity to strategically place the radio ads on vernacular African language stations. This maximised the reach of the campaign.

As a result of our radio campaign, the client saw a peak in more subscribers now using Vodacom International Roaming when travelling abroad. The communication achieved an upward trend in the amount of users. From a business perspective, growth progressions were also achieved as Vodacom managed to retain its users even while they were travelling abroad, as opposed to losing them to other competitor networks. The radio campaign changed consumer awareness, and demystified the wrong perception that calling home on roaming is too expensive. The radio campaign changed consumer attitudes as most were now encouraged to use Vodacom International Roaming when travelling abroad.