Product details

Kulula.com was South Africa''s first true low frills airline and had managed to be profitable from day one. Its somewhat unconventional, but very funky communication strategy had undoubtedly contributed hugely towards its success. The brand''s positioning line, ''Now anyone can fly'', endeavoured to communicate to ordinary people that they could become superheroes as the airline fulfilled their hidden wish to fly. Kulula. com''s advertising agency, Morris Jones and Co, firmly believed that although the campaign was risky, it might have been more risky if people did not notice it at all. They maintained that ''if it was bold and in your face, it would stand out''. And bold it certainly was with bright, lime green as the corporate colour and humorous outdoor banners which had attracted more attention than they had bargained for. But would the communication strategy remain appropriate as kulula.com became more established and the macro and competitive environment changed?