The Vodacom Durban July is South Africa’s premier fashion, society, and horse-racing event. Vodacom needed to drive migration of existing subscribers to the Vodacom Red Package, using the event as a powerful lifestyle touchpoint.
Vodacom Red partnered with South Africa’s most iconic luxury designer, David Tlale, for an exclusive fashion-first collaboration. For the first time in his 15-year career, Tlale abandoned his signature black aesthetic to create RED by David Tlale—a once-off collection of 10 striking couture looks, redefining his dramatic design style through the boldness of red.
In another first, Tlale designed a limited-edition RED by David Tlale clutch bag, crafted from premium leather. Only 1,000 bags were made, available exclusively to Vodacom Red subscribers who upgraded or signed up during June and July 2018.
The campaign seamlessly merged high fashion, exclusivity, and brand storytelling. By leveraging the glamour of the Vodacom Durban July, Vodacom Red positioned itself as a status-driven lifestyle brand, using digital engagement, VIP experiences, and premium giveaways to elevate the subscriber experience.
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