Digital

Client: Coronation

Campaign: The Seen and Unseen

Brief: Help drive awareness about Coronation's investment portfolio to an emerging middle class (growth ) professional target audience.

Insight: It's hard to trust nowadays in the age of fake news and unwarranted, Like-soliciting, social media content creators.

Idea: The Seen and Unseen featured a series of 6 - 10 second videos (online & Digital Out Of Home), which curated mock social media scenarios — which were then exposed for for their lack of integrity through humorous reveals. The analogies' takeout was that Coronation goes out of its way to reveal the bigger picture in order to help investors make wiser choices (in line with the brand's Trust Is Earned slogan).

Client: Nike Running ZA

Campaign: Nike Run Jozi Integrated Campaign

Brief: Work with inter-disciplinary partner agencies to launch and sustain a 360 10Km race awareness and sign-up drive (pure digital).

Insight: The Y-20 runners — Nike speak for core millennial audience — spend a lot of their time on Facebook, and trust peer referrals than brand comms. 

Idea: Use Facebook to reach out to this captive core millennial audience, and allow registrations via Facebook app with a peer referral mechanism. Users could also customise their profile pics after registering, and join their peers in revealing the classified race route every time someone new registered (gamification).

NIKE RUN JOZI INTEGRATED CAMPAIGN

Client: Nike South Africa 

Campaign: Nike+ Uber Pacers

Brief: Raise awareness about Johannesburg-based Nike+ Run Clubs, and host "test-run" membership activations around flagship Nike concept stores.

Insight: Meeting an experienced running buddy in your own neighbourhood (for a club test run) — with trial kit provided — removes the barrier to entry. And most targeted runners use mobile apps to connect to the Uber service.

Idea: Get would-be runners in and around Joburg to request for a Nike+ Run Club test-run with Nike+ Racers within their area using the Uber app, and enable Pacers to provide first time runners to register and receive proper couching at the flagship store. This would also allow product teams to capture a captive audience with the right purchasing power.

NIKE+ UBER PACERS

Client: Diageo South Africa

Campaign: Explore The Night

Brief: Conceptualise an integrated campaign that will help launch new Smirnoff Ice Double Black to the urban, outgoing night-life audience.

Insight: Navigating the party scene with friends after-hours can prove difficult — without reliable transport and a gig guide...and there's the issue of the designated driver. 

Big Idea: Harness the power of mobile tech by providing a free-by-subscription taxi service (Uber) to party-goers during their night out, coupled with up-to-the-minute notifications of the hippest night spots via a virtual HEAT MAP on the Smirnoff app/ mobi-site. At select and participating venues, participants would get to try out the new Smirnoff Ice Double Black in exchange for real time Tweets and Insta posts. 

SMIRNOFF "EXPLORE THE NIGHT" CASE STUDY

Client: Lucozade

Campaign: The Energy To Do You

Brief: Make Lucozade standout in a highly contested and cluttered social/ online space.

Insight: A day of hustling (in Africa) demands up-to-the-minute, sustainable energy (without spikes & troughs).

Idea: Create a GIF and compose an original track that describes the typical energy demands of an average day.

LUCOZADE "ENERGY TO DO YOU"

Client: Total

Campaign: Eco Pioneer Search

Brief: Help Total to launch its low sulphur unleaded fuel and raise awareness about its low environmental impact.

Insight: People, motorists not being an exception, are gravitating towards environmentally conscious brands.

Big Idea: Coincide the product launch with Arbour Day celebrations, and commence an Eco Pioneer nationwide search.

TOTAL "ECO PIONEER" SEARCH