Telkom will partner with M-Net and Mzansi Magic as a sponsor for season 10 of Idols SA.
Idols SA has enjoyed high ratings in recent seasons with millions of viewers joining the weekly search for the country’s best singer. During the final stage of the show in 2013, the winner was determined by more than seven million votes from passionate fans.
“Telkom is looking forward to tuning in with fans across the country to find out who South Africa’s next Idol will be. Our involvement with Idols SA will enable Telkom to engage millions of consumers with its services, products and technologies. It is a fantastic opportunity for us,” says Telkom chief marketing officer, Enzo Scarcella.
Scarcella said that while a great deal of the business has been on right-sizing Telkom’s cost base, it is also important to focus on growing the business. Part of the growth imperative is to create a Telkom brand that consumers have a positive association with.
“The Idols SA partnership provides us with a great platform to create positive associations for the Telkom brand, and I’m really excited about its benefits. While brand imagery is the driver behind the decision to partner with Idols, the deal we have done ensures that we get media value that gives us massive commercial benefit. The bottom line is that the spin-offs from Idols SA will drive both the Telkom brand and business onwards and upwards,” said Scarcella.
Catch Idols SA Season 10 on M-Net and Mzansi Magic from Sunday, 13 July 2014.
