OUR
WORK

WE USED AN EXTRAORDINARY ORCHESTRA TO SHOW OFF AN EXTRAORDINARY SOURCE

THE BRIEF

Showcase THIRSTI’S extraordinary source and their partnership with SA Rugby.

THE CAMPAIGN

Nothing cues “idyllic natural beauty” like Peer Gint’s iconic symphony Morning Mood. But, being the brand that always does things in an extraordinary way, we couldn’t just use stock audio, or have any old orchestra play – we needed an extraordinary team of musicians – The Springboks. 

Our campaign was supported by a full length digital video, a 30sec TVC, instore, OOH and digital.

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WE TOLD GUYS #YOUGOTTADRY AND GAVE AWAY UNCOOL PRIZES

THE BRIEF 

Launch new AXE Dry in it’s new white can.

THE CAMPAIGN

Axe Antiperspirant won’t make you cool, but it will keep you dry – so we ran a competition  to WIN really uncool prizes, like a Jedi bathrobe, an inflatable sumo wrestler suit or even cyber visors. Yes, cyber visors. We launched with call-to-action videos tailored to Facebook, Instagram and Twitter for a mobile-social only campaign.  We chose Xzibit to be our frontman – a guy that oozes confidence styled all in white as a metaphor for everything AXE DRY embodies – coolness and freshness. His job was simple: call on guys to comment using #YouGottaDry on campaign content to stand a chance of winning. Winners were announced in the social stream with personalised response videos from Xzibit. Finally, winners were asked to post photos/videos using their uncool prizes for a chance at winning R10 000, allowing for a stream of funny, user-generated content.

THE RESULTS 

AXE Dry saw a 22% increase in sales over the campaign period.

WE STARTED A MOVEMENT

THE BRIEF 

Land LUXs new positioning “More than you can see”

THE CAMPAIGN

We partnered with three of South Africa’s most iconic female singers and created the “We Are More” anthem and music video. TV, instore, events and influencers supported the campaign taking Lux from a brand know for it’s beauty soap to a brand leading the way in celebrating feminine expression and power.

THE RESULTS 

R3mil in earned PR

106 000 USSD entries linked to purchase

OUR SOUTH AFRICAN PRIDE HUMMED THROUGH

​​THE BRIEF

Announce Hulett Sugar’s Proudly South African partnership.

THE CAMPAIGN

Launched during the peak of the Covid 19 pandemic, we needed a way to show our South African pride within the context of mask wearing and social distancing. Realizing that while masks may muffle our voices, they won’t dampen our pride, we came up with a way to show our pride, not with a song, but with a hum – the Huletts National Humthem. We launched with a full length version of the Humthem on Youtube and social channels. We then brought a call to action to life through TV, 00H and instore inviting South Africans to show their pride by sharing their own performance of the Huletts National Humthem.

WE TOOK SOUTH AFRICAN MAGIC TO THE WORLD

So often brands focus on bringing international artists to South Africa. 

We wanted to do something different and instead take South Africa’s top up and coming talent to the world stage. We partnered with Black Coffee and invited young DJ’s from across Africa to submit their best tracks for the chance to win a trip to Ibiza and play alongside Black Coffee at a VIP only house-party.

WE SHOWERED OUR SUGAR WITH KINDNESS

THE BRIEF 

Celebrate Huletts Proudly South African sugar in a way that brings it’s message, “Kindness Taste Sweet” to life. 

THE CAMPAIGN

Everyone knows that if you shower plants with kindness they grow better. We took this belief and exploded it. We commissioned the award winning Ndlovu Youth Choir to compose a song of kindness and with the help of Indian Traditional dancers and a Zulu praise singer, they  performed the original song, literally showering Huletts  sugarcane with Proudly South African Kindness. Our campaign was supported by a full length digital music video, a 30sec TVC, instore, OOH and digital

WE FOUND THE NEXT CHAMPION

THE BRIEF 

Build Shield’s association with football and land the message that Shield gives you the confidence to perform under pressure. 

THE CAMPAIGN

Supported by TV, instore and digital, we ran a nation wide scouting program to discover the best up and coming footballers in the country, giving one up-and-coming young footballer the chance to train at Chelsea FC and win a Pirates FC development contract

THE RESULTS 

155 000 submissions via USSD over the 2 month entry phase. Podcast had  58 000 downloads over 10 days.  Our Roll On has experienced Value growth of +9% and Volume growth of +13% (Year To Date May 2018 vs PP).  Penetration grew +2.7% (April 2018 12mm).

THUMB-STOPPING SOCIAL 

THE BRIEF

With a TVC debuting our latest fragrance and starring Nasty C, AKA The Goldfather, about to drop into heavy rotation, we needed to pre-empt it with the message that using body spray with an antiperspirant is when you really Level Up.

THE CAMPAIGN

We took the “Level Up” metaphor to a literal conclusion and made a game. On Instagram, because that’s where our audience is. Except… you can’t play games on Instagram. Fortunately, you can fake it.

Which we did, using Instagram Stories’ tap-to-proceed navigation to create an endless runner-style platform game. It looked, sounded and behaved like something from an arcade in the 80’s, except it was right there in a newsfeed. No downloads, or registration, or high scores. Just a bit of fun. The soundtrack from the commercial also got the retro treatment; a monophonic rendition of his hit “Strings and Bling” made from scratch.

WE THREW THE PARTY OF THE YEAR

THE BRIEF 

Launch the AXE Black Coffee Limited Edition can.

THE CAMPAIGN

We know AXE guys want to look, smell and feel their best at a party. So we threw the party of the year, and invite-only VIP event hosted by some of the most influential South Africans in music, fashion and dance, including Black Coffee, Nasty C, Bontle Modiselle and Zulu Mkhathini. TV announced the party and AXE men were directed to various digital platforms to discover Golden Tickets which were the only way to make the guest-list for this once in a lifetime event.

WE ADDED PRESSURE TO THE GAME

THE BRIEF 

Establish a brand association with football. Align with high pressure moments. Engage with fans during games.

THE CAMPAIGN

In a 90 minute game, there are intense moments; penalties, big saves and goals! When you’re on the field, the pressure is on! Everything hinges on preparation. We know fans are already second-screening when they’re watching, so let’s make that the space they feel pressure whenever the players on TV experiences it.We launched the campaign during the immensely popular Chiefs Vs Pirates Carling Black Label Champions Cup match. Winning a prize wasn’t a matter of luck. It went to the player with the fastest fingers who could stay cool under pressure. Key moments in the game triggered the “release” of USSD codes on Twitter, and the prize went to the first person to enter.

WE SATISFIED A MONSTER CRAVING

THE BRIEF 

Drive King Cone impulse purchases

THE CAMPAIGN

The Monster took over KING CONE’s social profiles on Facebook, Twitter and Instagram, driving fans to add him on Whatsapp. With an innovative piece of coding, thousands of fans were able to add the #MonsterCraving on Whatsapp with just one click – bypassing the inconvenience of having to manually add a contact and removing a normally clumsy process. This enabled us to chat and deliver vouchers to consumers’ mobile phones. People were literally screaming ‘KING CONE’ using Whatsapp voice notes for a chance to claim a prize. The Monster either ignored them, reacted or gave out a free KING CONE WiCode voucher as an SMS to redeem in-store. Popping up everywhere, the Monster took to Tinder, SnapChat and GDN banners which followed users from one site to the next. Just like a craving, there was no way to escape him. Using WAZE and proximity banners, drivers were directed to their nearest Engen, making it easier for them to beat the #MonsterCraving with free Wi-Code vouchers