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New campaign positions niche mobile operator

The digital era is giving rise to niche, customer-centric mobile virtual network operators (MVNOs) that use lean, agile marketing tactics to match their new way of doing business...
A case in point is me&you mobile, South Africa's first SIM-only, online mobile operator that launched in May 2015, with a rather unusual approach.

It began with an anonymous teaser campaign in late April, titled only #beunordinary. It featured on social media and on digital billboards on the Gautrain line and at OR Tambo. This was followed by a nation-wide launch of competitive talk and data packages, sold via the website.

New campaign positions niche mobile operator

It commandeered a talking, winking billboard in Sandton to speak directly to pedestrians and celebrities, all generating a buzz on social media. Key influencer marketing cause a buzz on social media, while a targeted PR campaign generated widespread media exposure.

Shortly after the official brand launch, it also launched short, punchy videos on YouTube featuring the voices and animated faces of famously irreverent South Africans such as musical comedian Deep Fried Man, Suzelle the DIY goddess and other popular celebrities.

Now, musical comic Deep Fried Man presents a catchy tune for the brand on YouTube. View the video embedded below:

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Read more: Deep Fried Man, Suzelle

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