Activations

Nedbank “Ke Yona Campaign”

The Challenge

To reach a total of 500 000 consumers over nine weeks through activations at 50 shopping malls across South Africa and drive these consumers to open Nedbank Ke-Yona accounts, which are R5 pay-as-you-use accounts that include R2 000 funeral cover and allows the purchasing of pre-paid electricity and airtime via cellphones.

The Strategy

To drive the opening of Nedbank Ke-Yona accounts through incentives and on-site Nedbank teams.

The Solution

Use promoters to interact with, educate and inform consumers in order to get them to open and activate accounts on the spot or by visiting the nearest Nedbank branch, or Nedbank in Pick n Pay or Boxer Stores, through incentives such as the chance to win a R5 000 weekly prize and VIP experience at the Nedbank Cup final for the person and three friends, as well as using SnappaMedia photo booths and the allure of a photo opportunity with well-known musician Zahara, who was present at a number of the malls.

The Response

All activations hit their targets, with considerable uptake of the Ke-Yona account offering

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Flora

The Challenge

Working with advertising agency Ogilvy to deliver a 21-day activation to lower a whole town’s cholesterol through the Flora “It Takes A Village” challenge, based on the worldwide campaign.

The Strategy

Taking over an entire town and designing and supplying banners, presentations and all documentation and signage required for the project.

The Solution

The activation incorporated an holistic programme to demonstrate that lowering your cholesterol can be fun, including an exercise regime with heart conditioning and strengthening cardio classes, walks three times a week, cooking demonstrations, nutritional counselling and a sokkie night.

The Response

It was the best result achieved worldwide with 96% of the 150 participants lowering cholesterol.

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Carling Black Label “Be The Coach”

The Challenge

Execute an activation to improve Carling Black Label sales ahead of the Carling Black Label Clash between Kaizer Chiefs and Orlando Pirates.

The Strategy

South African sports fanatics became a coach or player for their favourite team by successfully identifying the award-winning champion beer in a blind taste test at taverns across the country.

The Solution

An online app offering live reporting features – with each team being provided an iPad to facilitate the ability to login and keep track of the scores at any time and from any location.

The Response

Mann Made Media led 175 activations nationwide in May, June and July, reaching almost 20 000 people.

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