To communicate the methods and benefits of using a PC in a simple, easy-to-understand way, we used a comic strip format, featuring characters our target market could relate to.

The comic format allowed for an informal and fun environment which created likeable, interesting characters and developed storylines out of their relationships with each other, all the while using their own PC at home.

We created the “Mazibuko” family, including Sis Pinky, Lerato, Thuli and her schoolmate Tshepo, Uncle S’bu and Mr Joe Nkobo They all use the computer for various purposes: education, entertainment and business.

Each story introduces a new Microsoft concept in a simple, uncomplicated and fun way.The characters within the Mazibuko family comics were replicated on radio in an ongoing “soap-opera” style format. The characters were also replicated in shopping centre displays.

The Microsoft “Up2Date with the Mazibukos” campaign immediately achieved a very positive response.Over 10 000 SMS (text-message) enquiries were received, with a flood of telephonic requests for information about Microsoft software products.

Sales of computers and software packages increased within our target market significantly.