At the heart of the challenge wasn’t just brand awareness, but consumer education. Insights gathered during our campaign strategy workshop revealed that many potential users were unknowingly spending more on short-term data vouchers than they would on a single, monthly fibre payment.
This behaviour wasn’t irrational. It was rooted in habits, misconceptions, and a lack of accessible financial framing. We knew the strategy had to go beyond numbers. It had to resonate emotionally and culturally.
That’s how the campaign #Kasinomics was born - a powerful creative message that blended the township slang ‘Kasi’ with the logic of economics. It gave the campaign a bold, localised identity and reframed fibre not as a luxury, but as a smarter everyday choice for what is now a household essential.
Our tagline, ‘You Do The Math,’ put the power back in consumers’ hands and invited them to compare, reflect, and realise that better digital access could cost less than they thought.
With the tight deadlines, speed and agility were essential peed was everything - and we more than delivered. Within just seven days of our initial strategy workshop, we had a script written, cast approved, commercial shot, and the post-production process underway. That kind of rapid response is rare, but it was essential to seize the market moment.
We developed a mixed-media campaign that included:
1x flagship Digital Video Commercial
3x nationalised micro-cuts for broader audiences
32x social media campaign graphics
8x short-form animated explainers
All content was hyper-localised, from casting and locations to script and voiceover. We embedded ourselves in the township narrative, ensuring authenticity across every touchpoint. Our messaging spoke in the language of the people, and our visuals reflected their daily realities.
Rather than interrupting the community’s story, we became a part of it.
The impact was immediate and undeniable.
The flagship Alexandra commercial struck such a chord that Vumatel requested a national rollout with expanded messaging.
We proved that localised storytelling, when done with authenticity and speed, can scale and Vumatel expressed a deep sense of being understood, not just creatively, but strategically.
Most importantly, #Kasinomics moved beyond being just a campaign. It became a movement of informed choice, one that empowered township communities to see value differently, and to make digital access a part of their economic narrative.
