▸ COMMUNITY-LED BRAND LAUNCH · 6-MONTH ROLLOUT

Fiber, on the
block.

A telco launch built from the street up — local voices, SMS mechanics, real demand.

Fibertime ambassador and artist KO walking with a community member in the township — PLATE 01 · On the blockSouth Africa

▸ LAUNCH CUT · 30 SEC · 9:16

▸ Influencer-led launch · social-native edit

349

Communities engaged

34M

Media reach

2.5M

Votes on the game

6mo

Campaign duration

§03 — THE WORK

FOUR BRIEFS

01

Context

Fibertime set out to launch an affordable high-speed internet offering into township communities, where trust, relevance and word-of-mouth matter as much as media reach.

02

Approach

We developed a people-first campaign designed to build credibility from the ground up. The strategy focused on local voices, participation and demand-led storytelling rather than top-down brand messaging.

03

Execution

An influencer-led rollout supported by community-driven content, SMS-based engagement mechanics and geo-targeted paid media. The campaign encouraged participation, surfaced local ambition and helped map demand for rollout areas.

04

Impact

The campaign generated strong local engagement and positioned Fibertime as an accessible, community-rooted internet brand rather than a distant service provider.

§04 — CONTACT SHEET / ON THE GROUND

AMBASSADORS · COMMUNITY

Two Fibertime ambassadors in branded stripe shirts on a township street corner — PLATE 02 · Ambassadors · on the corner

KO pointing back to a township home connected by Fibertime — PLATE 03 · KO · doorstep

Young woman portrait on a township street, smiling to camera — PLATE 04 · Influencer / Talent

Two artists greeting on a dirt road, township homes in the background — PLATE 05 · Talent · the link-up

Resident leaning out of a half-door, smiling — connected at home — PLATE 06 · At home

Fibertime router mounted on a painted interior wall in a township home — PLATE 07 · The router · installed

Artist KO seated in studio, portrait — PLATE 08 · KO · studio

KO standing on a hillside above a vast Cape Town informal settlement at dusk — PLATE 09 · Above the city · scale

§05 — DELIVERABLES

D-01Influencer-led launch films✓
D-02Community ambassador content✓
D-03SMS engagement mechanic & voting game✓
D-04Geo-targeted paid media✓
D-05Demand mapping for rollout✓

▸ FILED UNDER

LaunchCommunityInfluencerSMSPaid MediaTownshipsTelco

§06 — TAKEAWAY

Trust isn't bought with reach. It's earned door by door.

By leading with local voices and building a participation mechanic into the rollout, Fibertime arrived as a brand the community had a hand in shaping — not one that just turned up to sell.

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