8.ta branding

In South Africa, the state-owned telecom company introduced the branding of their new mobile service: 8.ta.

They started a big pre-launched campaign to introduce the correct prunonciation of the brand. For this pre-launch, McCann Erickson created a set of billboards, print advertisements and commercials.

Formally, I liked the logo and ads a lot, but I find the name of the service a bit strange, is it a good thing when you have to do a campaign to teach the future users how to prunounce the name of your service?

Via Brand New