Johannesburg, 26 September 2022 – In a BOLD move, ISUZU Motors South Africa (IMSAF) this week appointed Avatar as its Agency of Record (AoR) following a competitive pitch.
As ISUZU’s Through-the-Line (TTL) partner, the group agency will support Isuzu Motors in maintaining its pole position in the commercial vehicle market. Using its group suite of services, the account will be handled by the group’s specialist agencies led by Avatar Johannesburg who will steer the strategic direction of the brand while generating creative, digital, and social media impetus. The commercial and B2B marketing aspects will be looked after by Resilience at Avatar while product communications, influencer relations and event support will be handled by Avatar PR. All media buying activities will be executed by Avatar Media Agency.
Ziphindiwe Ngubane, Senior Manager: Brand Strategy and Field Marketing at ISUZU South Africa says, “We’re confident that we’ve teamed up with the Agency that will help us bring ISUZU’s BOLD goals to life. Coming from three agencies and amalgamating it into one, we are quite intentional about how we want to build our brand and we look forward to working with Avatar in making our mark.”
Over the years ISUZU has established itself as a leading brand in the commercial vehicle sector, in South Africa and the rest of Africa, with a current market share of over 17%.
The company specialises in commercial vehicles, light commercial vehicles, and diesel engines. Isuzu is the world’s largest producer of diesel engines and has sold more than 85 million engines to date. Isuzu sells vehicles in several markets in Africa including Zimbabwe, Botswana, Ghana, Rwanda, and South Africa among others and has manufacturing facilities in 30 countries around the globe.
Its locally built double-cab, the ISUZU D-Max, has been well received by the market since its launch in April 2022. In July 2022, 1,602 units were sold and was SA’s fourth best-selling new vehicle overall, reports Business Day.
“We are delighted and proud to have been appointed as ISUZU’s full-service agency partner. Avatar will provide all of our group services under one roof, employing a powerful combination of strategy, creativity, as well as digital and media services in servicing the account,” says Mzamo Xala, Group CEO of Avatar Agency Group. “We understand that while ISUZU wants to retain a long-held reputation for producing sturdy, long-lasting “workhorse” vehicles, it is now ready to gain the attention of consumers seeking everyday vehicles that double up for commuting and leisure.”
“ISUZU is one of the world’s iconic brands and we are very excited to have been given the opportunity to help reshape the company’s marketing strategy and tell its bold stories that unleash the potential of African consumers,” adds Xala. “This win, gives us the opportunity to welcome new and amazing talent into our home.”
Avatar Agency Group is a group of specialist agencies which works seamlessly to ensure that world-class work is delivered to the clients’ brief and beyond.
This year, Avatar celebrates a milestone that marks 10 years in marketing and advertising. Their success story remains solid and their impactful work, both in South Africa and Africa, has become integral to their growth.