MAKARAPA CITY
Challenge
As one of the largest mining companies in the country, Anglo American actively seeks to be a partner in the future and to create sustainable value that makes a real difference to all their stakeholders. Anglo American commissioned an edutainment project that would engage in authentic dialogue that brings about progress, especially where people work and live.
Solution
TAPPING INTO THE HEARTS AND MINDS OF THE COMMUNITY
Makarapa City is a nine-part radio drama set against the backdrop of a fictional mining community. Makarapa City is a true microcosm of what is playing out in our communities, digging deeper into everyday issues like Gender-bases violence, safety, fraud, health, love and ambition. Through Makarapa City, we entertain our communities with the trials and tribulations of nine vibrant and diverse characters while opening conversations around real issues that real people face. The series also explores how Anglo American, as an active citizen, has contributed to helping communities find solutions in addressing issues of health, enterprise and youth development, responsible mining, technology and partnerships.
An award-winning collaboration Makarapa City has garnered several International and Local Awards including a Golden Quill Award of Excellence in the Community Relations category and an Award of Merit in the Audio/Visual category, Sabre Awards and Marketing Achievement Awards. The latest award wins add to previous recognition of the series including a drama programme award at the Liberty Radio Awards in South Africa.
Credits
- Lead Agency: Ogilvy PR
- Scripting: Creatrix & Baked Word
- Production & Creative Direction: Creatrix Media Strategy: MediaCom Sound Design, Recording,
- Edit & Mix: Heart of Hearing Studio & Howard Audio
- Comic Adaptation: Jincom Campaign
- Music Production & Direction: Howard Audio
24/7 CHOMZA PLACE
Challenge
The brief was to fulfil consumer needs and expectations of what a caring communications company can be, to empower them to take the next step and foster comprehension of and loyalty to the mass market product offerings.
Solution
TELKOM’S RADIO SOAPIE RIDES THE AIRWAVES
To drive sales and build brand love, a 44-part radio drama series titled 24/7Chmoza Place was created. The series weaved storyline with product information and usage to create an ongoing mini-drama that kept audiences tuned in for more. A weekly comic based on the radio series was published in the Daily Sun. The campaign was highly successful with sales over 125% above projections.
Credits
- Concept: Creatrix & Baked Word
- Production & Creative Direction: Creatrix Media
- Strategy: MediaCom
- Creative Agency: DDB
- SoundDesign, Recording, Edit & Mix: Heart of Hearing Studio
- Campaign Anthem: Mi Casa
Be Seen
Challenge
We were challenged to align Momentum’s financial wellness positioning with their social awareness drive to empower and encourage all South Africans to become aware of and contribute to safety where they work, shop, live and play.
Solution
BE SEEN: MOMENTUM ILLUMINATES COMMUNITIES
Be Seen on the Safe Side was an integrated marketing and PR campaign on multiple platforms led by the Be Seen music video featuring ‘The Light Bringer,’ a community superhero who emerges from the unsafe shadows to illuminate everyone he sees. Fusing Momentum’s commitment to financial and physical wellness, the Be Seen On The Safe Side Campaign shone a light on safety from every angle. A catchy music video, sexy fashion range and countrywide roadshow formed the dominant synergies of this integrated trade, internal and consumer campaign. The music video débuted on social media to coincide with Fashion Week, where Craig Jacobs launched his Be Seen clothing range. The campaign was introduced out to staff and brokers at 14 live multimedia events countrywide. Over 4.4 million impressions on social media during the launch period.
Credits
- Concept: Ogilvy PR
- Scriptwriting & Creative Direction: Creatrix & Baked Word
- Music Video Concept & Production: Creatrix & Ministry of Illusion
- Event Management: Chilliengine
- Musical Direction & Production: Howard Audio
3-in-1 PERFECT MIX
Challenge
The objective was to build brand awareness of Nescafe 3in1. The campaign had to specifically speak to first jobbers, matching their lifestyle and media consumption habits.
Solution
NESCAFÉ 3-IN-1 SERVES UP THE PERFECT MEDIA MIX
The 3-in-1 Perfect Mix was an integrated campaign with the objective to build the brand via radio, with an online Facebook entry mechanism and downloadable app mixer. The ideal combination of rising star, brand values and media synergies. Nescafé’s 3-in-1 Perfect Mix consisted of an online app – the first of its kind in SA at the time – allowing contestants to remix Toya Delazy’s new music track. Product trial was encouraged by handing out sample packs during morning commutes. Music gigs across the country were sponsored during the promotional period and Toya Delazy performed at the grand finale where one rising DJ won a R50 000 prize. This was the first time in South Africa that a mixer app was available for public consumption in an advertising campaign.
Credits
- Lead Agency: Publicis
- Concept: Creatrix
- Scriptwriting & Creative Direction: Creatrix & Baked Word
- Record Company: Sony Music
- Featured Artist: Toya Delazy
- Radio Production: Heart of Hearing Studio
- Musical Direction & Production: Howard Audio
