In this campaign by Ogilvy for Cape Town Tourism, Facebook users could send their profiles on holiday to the Mother City. In doing so they were taken on a virtual tour of the best of Cape Town and winners were chosen to go on an all-inclusive trip to city for real.

This is what the agency had to say:

Our client, Cape Town Tourism, briefed us to come up with an online campaign that also promotes the unexpected side of Cape Town. All the small communities, never-heard of places and unearthed gems that can’t be found on Trip Advisor, Lonely Planet, Expedia, or even Google.

So we thought, we can’t send everyone to Cape Town, so let’s send their Facebook profiles instead. Facebook profiles from around the world received a virtual, tailor-made Cape Town holiday that exposed them to all the unexpected places, and finally, a few lucky winners got to experience their Facebook profile’s holiday for themselves.

Here they share the results of the campaign.

Credits:

Ogilvy & Mather Cape Town:
Executive Creative Director - Chris Gotz
Creative Director - Jacques Massardo, Tommy Le Roux, Nicholas Wittenberg, Gareth McPherson
Copywriter - Dean Paradise
Art Director - Matthew Pullen, Emma Butlin
Creative - Kate Desmarais
Senior Digital Designer - Fred Cilliers
Motion Designer - Andrew Pullen
Head of Digital - Adrian Varkel
Digital Producer - Kurt Paulse
Business Director - Shelley Broad
Account Manager - Lisa Clarke

Flow Communications South Africa:
Programming Studio manager - Richard Frank
Senior Web developer - Josef Van Niekerk , Stephen Frank
Cape Town Manager - Roy Barford
Project Manager - Leanne Pohlmann

R.E.C. (Record. Edit. Create.):
Executive Producer - Mike Wood
Producer - Kamilla Nurock
Editor - Dave Jackson, Kaif Ahmed

Cape Town Tourism:
Executive Marketing Manager - Velma Botha
eMarketing manager - Kaanita Coleman
eMarketing Content Writer - Claudia Smargiasso
PR & Communication Manager - Skye Grove

The post Case Study: Cape Town Tourism | Facebook Holiday appeared first on Between 10 and 5.

In the build up to Van Coke Kartel’s Wie’s Bang album launch late last year, they launched a series of 4 electronic comic books of the same name. Each part was created by a different local illustrator and written by highly regarded Afrikaans writers. This meant that each had a completely different look and feel as the story-line advanced from one to the next.

The idea, a first for a South African band, was part of a campaign by ad agency Dojo115 and received great results. The rest of the album launch campaign by Dojo115 included printed comic books, a TV ad, a Twitter campaign, a Facebook campaign, a series of promotions on Watkykjy, appearances on various websites and a live stunt by the band on the Afrikaans TV channel, MK. The campaign ended with a music video for the band’s hit single ‘Vir Almal’, off the album.

The above video is a case study narrated by Van Coke Kartel front man, Francois Van Coke. The agency says that the comics ‘acted as a promotional device to grow the band’s fan base: most of whom are young Afrikaans South Africans, in a variety of LSM levels, aged between 16-35; who are usually comic book fans as well as hard-rock lovers.’

Here is some of our previous coverage.

Credits:

Creative Director: Marais Janse van Rensburg, Adam Wittert
Art Director: Marais Janse van Rensburg
Copywriter: Marais Janse van Rensburg,Stefanus Nel,Griff,Zirkie,Lohan Grobler
Illustrator: Shaun Hill,Merwe Marchand le Roux,Lohan Grobler,Nanna (Anja) Venter
Additional credits: Francois Van Coke,Wynand Myburgh Jason Oosthuizen,Jed Kossew.

The post The story behind Wie’s Bang appeared first on Between 10 and 5.

This is a recent case study about Capitec’s Swapping Mall, a two day event during National Savings Month 2011 that invited visitors to swap items they no longer wanted instead of hitting the (normal) mall.

Atmosphere (PR), Society (social media) and Hammer (event management), all part of the KingJames group, teamed up with Switch Design to make it happen. The event was part of an ongoing campaign called Live Free which encourages a healthier approach to spending and debt.

This video reviews the great results of the event.

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Carling Black Label, one of the sponsors of Rocking the Daisies, managed to get the host town of Darling to change its name to Carling for the music festival weekend. Ogilvy is the ad agency behind the campaign and this is how they did it.

Credits:

Executive Creative Director: Chris gotz
Creative Director: Tommy Le Roux
Creative Director: Jonathan Lang
Art Director: Benjamin de Villiers
Copywriter: Logan Broadley
Account Director: Paul Grater
Account manager: Jamie Curtis

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iLogic – innovation through logic – did some interesting interactive digital work for Vodacom leading up to and at the Vodacom Durban July earlier this year. These videos show what they did, how they did it and the results that followed.

This is what they say:

iLogic helped Vodacom tap into the VIP appeal and celebrity attendance of the glamourous
Vodacom Durban July.

iLogic’s team developed innovative RFID podiums, linked to Facebook that were placed strategically around the event. Automatically snapping pictures of the beautiful people and sharing a glimpse of the glamour of the occasion in realtime on the Vodacom Facebook
page.

Watch the video for more details on how iLogic’s propeller-heads harnessed celebrity appeal – sharing over 1000 images and connecting with thousands of fans of the Vodacom Durban July on Facebook.
Credit for the Vodacom Durban July RFID is given to the full iLogic team for all their efforts in making this an innovative and successful campaign.

The post Case study: iLogic at Vodacom Durban July appeared first on Between 10 and 5.

Click here to view the embedded video.

A case study on the Auntie Rica’s Home for the Disconnected RICA Campaign for MTN by AquaOnline and Silverlining.

The post A case study: Rica campaign for MTN appeared first on Between 10 and 5.

Kiwi Randburg Bozza Vusi Nhlapo, his assistant Rahab Molema and Itumeleng Khune

In recent months Kiwi’s advertising agency, Ogilvy Cape Town, has been breaking new ground with an innovative and experiential campaign for Kiwi’s sneaker cleaning product – Takkie Brite. The activation campaign, “Be the Bozza”, was an entrepreneurial contest which searched for the ultimate ‘Bozza’ to run the new Takkie Brite Bozza wash stations at Randburg and Vereeniging taxi ranks. At the same time it promoted awareness of the brand and positioned Kiwi Takkie Brite as the country’s leading sneaker cleaner.

Over 175 entries were received to operate the two wash stations. The offer included comprehensive training, free Kiwi Takkie Brite cleaning products and fixed salaries for the Bozza and his/her chosen assistant for two months. The two months culminated in the ultimate showdown, with one aspiring Kiwi ambassador taking home the ‘Bozza’ title, which included R20 000 cash and a bursary to study business management at one of the leading business training institutions.

The finalists were judged on their ability to effectively use the Kiwi Takkie Brite range, sales revenue and overall customer satisfaction. At the showdown at the Randburg taxi rank on 6 May 2011, Vusi Nhlapo was awarded the ultimate Kiwi ‘Bozza’ title.

Ogilvy worked with experts on the South African commuter market, ComutaNet, whose on-the-ground experience helped make the campaign such a success.

The results: during the two months over 1037 pairs of takkies were cleaned and the Bozzas earned approximately R10 000 from profits alone.

The post A Case Study: Kiwi Takkie Brite ‘Be the Bozza’ appeared first on Between 10 and 5.

A mobile campaign for Good Hope FM by 140 BBDO: Listeners were encouraged to connect with their mates and start a band – by giving them separate parts of a song to download on their phones (vocals, drums, guitar or bass).

Credits:

Copywriter: Mike Pearson, Johann Schwella, Daneel Malgas

Art Director: John Letherbarrow

Executive Creative Director: Ivan Johnson

The post A Case Study: Good Hope FM Mobile Band appeared first on Between 10 and 5.

The Goal:

Southern Comfort SA approached Social Code to develop a strategy that would help them reach their goal of 6,000 fans on facebook over a 12-month period. The goal was based on the size of a key, established competitor on facebook.

The Strategy:

Social Code came up with a winning strategy that did not include complicated methods of innovation but rather just the right combination of various tried and tested techniques on facebook. In order to promote engagement online the fans on facebook were given the opportunity to participate in a competition that stood them a chance of winning various prizes each week.

The competition, called Time to Lime, revolved around fans placing lime wedges in sometimes curious places on their pictures and submitting them to the photo sharing application on facebook. Fans were given the opportunity to upload their own photo, select a photo from their existing facebook photos or selecting one from the photos taken at various Southern Comfort nightclub events.

The Results:

During the campaign the goal of 6,000 fans was reached and exceeded. Within 3 months, Southern Comfort’s fan page grew to almost 6,400 fans with an adoption rate of 100 fans per day. Which Justin Hartman, CEO of Social Code, notes is impressive in a South African context.

Matt Visser, a digital strategist that worked on the campaign commented, “I’ve worked on some of the competition brands in this space and am pretty aware of what they consider substantial growth to be. Reaching them within 3 months when they’ve been on Facebook for a while is extremely satisfying. What we managed to get right with the team at Social Code wasn’t inventing a new mechanic or trying to be too clever, but just provided a fun, simple interaction which was essentially just a little extension to the habitual behavior of their relevant target audience.”

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