Inside the Creative Energy Behind Econet’s iJoy Afta Joy Campaign.
Some campaigns are planned. Others are felt. And then there are the rare ones that hit the screen and instantly make people say, “Best TVC ever.”
The iJoy Afta Joy campaign was that kind of magic.
When the brief landed, it was clear this wasn’t just another promo. Econet wanted joy: real, infectious, laugh-out-loud joy, the kind that lives beyond airtime bonuses and into everyday conversations. The kind that makes people stop scrolling, turn up the volume, and actually enjoy an advert.
That’s when the creative team rolled up their sleeves.
It started where all great ideas begin: a room full of brains (we like to call this room, The Sunroom), half-formed thoughts, wild “what ifs,” and a shared hunger to do something unforgettable. What if we didn’t explain the promo in the usual way? What if humour became the hero? What if the story felt like a skit you’d happily rewatch?
Suddenly, the energy shifted.
Scripts were rewritten. Punchlines were sharpened. Scenes were debated, defended, and occasionally thrown out completely. There were moments of “this is risky” followed by “this is brilliant.” The kind of tension only great creative work brings.
Humour is hard. Humour that lands across generations, cultures, and timelines? Even harder.
But the goal was simple: make people feel good and make the promo stick. Every ad, every character, every pause, every exaggerated reaction was intentional. The laughter wasn’t random, it was crafted. The story wasn’t just funny, it was relatable. And at the centre of it all was Econet, quietly reminding customers that iJoy Afta Joy truly delivers value after the joy.
When the TVC finally came together, it didn’t feel like an advert. It felt like entertainment.
Then Came the Comments…
The real verdict came after launch.
“Best TVC ever.” “At this rate Econet should start making movies.” “Your adverts are always on point.”
And just like that, the sleepless brainstorms, the endless revisions, the nervous laughter before final approval; all of it paid off. The campaign didn’t just sell a promotion; it won hearts, screens, and timelines.
Why It Worked
Because it respected the audience. Because it chose bold over safe. Because it understood that in a noisy world, joy cuts through faster than jargon.
The iJoy Afta Joy campaign is proof that when strategy meets storytelling, and courage meets craft, advertising stops feeling like advertising. It becomes culture.
Here’s to Econet, for always backing work that dares to be different. And here’s to campaigns that don’t just connect people, but make them smile while doing it.
Joy, indeed, Afta Joy.
#joyaftajoy
