ANC Gauteng raises concern over the DA’s new marketing techniques

The American National Congress Gauteng has raised concern over the recent marketing technique used by the Democratic Alliance to promote its “know your DA” campaign. The DA has purchased some space on cellular airtime vouchers to print its logos.

“We have been informed that the Democratic Alliance is using airtime vouchers of MTN and Vodacom to promote its campaign,” the ANC Gauteng said.

ANC Gauteng is planning to convince the cellular companies to avoid getting involved in politics by signing business deals with them and supporting their political campaigns. The Congress has termed the technique as ambush marketing.

According to Sowetan, the DA has bought advertising space on MTN vouchers sold in spaza shops. DA spokesman Mmusi Maimane reportedly said the marketing technique is a part of party’s “know your DA” campaign and there is nothing illegal or unethical about it.

The Sowetan has quoted Maimane saying: “We are engaging consumers that buy airtime. We found that through MTN we will be able to reach everyone and inform them about our party. We purchased the advertising space, and this has nothing to do with MTN. It does not mean MTN supports the DA.

MTN is not aware of this advertisement, therefore the advertisement contained in the voucher in not sanctioned or endorsed by MTN SA. MTN suspects that it is from distributors of airtime who purchase the airtime pin from MTN, but use their own paper to print, and as such sell advertising space to recoup the paper costs.”

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