‘Kenyan Water Project’

You have developed an online web conferencing and meeting tool. You need to build a brand for it and get people to use it. Fair. You then shoot an ad campaign to show how people can use the technology. How about a storyline about how a bunch of disparate people can come together to solve a problem … in Africa. That’s the GoToMeeting brand strategy across digital and traditional media with this ad campaign above.

Sean Jacobs

Sean Jacobs is on the international affairs faculty of The New School. He is the Founder and Editor of Africa is a Country.

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©Africa is a Country, 2016