BACKGROUND

Get Online is a project funded by Microsoft in partnership with Afrika Tikkun and Mentec to give people in the townships access to a computer, Microsoft Office, internet and other skills enabling technology know-how and better future prospects. They wanted us to communicate what the project is about and how it will help people in the townships.

Microsoft needed to create awareness and entice individuals in the townships to sign up to be part of the project. When we took over the project nothing regarding the marketing was done to sell the project so we had an opportunity to live out our belief of selling to build a brand rather than making a brand likeable to build it. We had the responsibility to determine how the project will be viewed and what will be image behind it.

GetOnline has helped thousands of people and most have had job offers because of their skills in using a computer. It is making a good impact in the communities in Gauteng, Western Cape and the Northern Cape. We helped Get Online communicate what they do and how they do in an easy and simple manner. The message was easy to understand and flexible to communicate the different benefits of being part of the programme to accommodate everyone’s desires.

THE PROJECT APPROACH

Challenge: The Get Online was a new project in SA so individuals in the townships did not know what Get Online is or what it’s about and how it can help them.

Objective: Create branding that sells the programme so that they become familiar and they have a different attitude, of motivation, towards the brand so that they become likely to sign up for the programme.

What did we want the user to do?: We wanted the individual to realise the benefit of being part of the programme which will motivate them to sign up.

Concept: We wanted Get Online to be perceived as a platform where one can find the future they’ve been dreaming about. Whether it be them dreaming about a job or them graduating from college, Get Online is the platform that can make all of that possible.

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