by Herman Manson. McCann Worldgroup has won the kulula.com and MTbeds accounts.
Kulula continues its tradition of cheeky, humorous and thoroughly South African commercials, this time with a print ad that introduces the livery on the airline’s new fleet of Boeing 737-800s (and takes an indirect swipe at the national carrier).
The full colour print ad, launched on Sunday 03 March 2013 in the Sunday Times, shows a new Boeing , with livery proudly displaying the South African flag on the tail, and the bold new slogan “The Most South African Airways” on the side. Kulula has been careful not to mimic the font or the exact tail design of SAA planes, thus avoiding any potential legal trademark issues.
Known for their irreverent, comedic approach to marketing and getting their customers to chortle at the airline’s whacky in-flight announcements and edgy viral marketing, kulula.com succeeds in resonating with locals by being as South African as braaivleis, Shosholoza and vuvuzelas. The latest ad (which uses ‘South Africanisms’ like ‘super-stoked’ and ‘awesome’) which introduces the airline’s new slogan underscores Kulula’s patriotic brand positioning.
“We thought long and hard about a slogan that truly represents who we are as an airline and communicates our passion for South African travel, and this was the most fitting. We are proud of it and are sure it will be well received by our fans,” said Nadine Damen, Marketing Manager of kulula.com.
I’m not so sure it will be that well received by SAA, who are currently facing a High Court challenge from Comair (kulula.com’s parent company), against a proposed R5bn ‘bail out’ by the government. But then the green airline with the great sense of humour are not shy of controversy.
Fourteen years after its launch King James has emerged as South Africa’s most acclaimed independent ad agency. Growing organically, the agency has finally reached a tipping point to boost confidence, influence and revenues, even as it steers the challenges of offering a fully integrated, digitally adept service.
Kulula.com as agency King James has created a battery of 5 second, tongue in cheek, stings sung in the style of the budget airlines’ iconic audio mnemonic, further reminded consumers of the spat between Kulula.com and FIFA.