The 40-day 'Sirius' Hard Cash Promotion is backed by six television commercials. Key to the launch roll-out was its 'local-is-lekker' flavour, reflected in the humorous use of indigenous words and phrases expressing disbelief or astonishment (such as 'Eish!', 'Aikhona!' and 'Sirius!') to characterise polka's affordable email and Internet rates.
The original commercials introduced a number of characters who became instant favourites with the public. Gladys and Phumla, seen in a hair salon in the launch series, again feature in the new campaign along two new characters, Joao and Costas. The offbeat tone, integral to the brand personality, is also carried through into the new executions.
"All six spots were filmed in the course of a single day, on a tight budget," reports FCB Cape Town account manager, Cheryl Duncan.
"In this type of campaign, where financial targets are set and have to be achieved, the overriding measure of success is the number of sales closed. To date, we are on our way to achieving our targets and are looking forward to the impact long-term exposure to the campaign will have on consumer trial.
"In addition, the campaign entrenches and reinforces the unique polka brand personality, and does so in a way that grabs the public's attention as well as their affection," Duncan says.
