South Africa Open Source Campaign Case study KEEP FLYING by DraftFCB Johannesburg

KEEP FLYING

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Industry Sports Teams & Events
Media Case study
Market South Africa
Agency DraftFCB Johannesburg
Executive Creative Director James Cloete, Grant Jacobsen
Creative Director Gareth Paul
Art Director Neelesh Vallabh, Danni Meneghin, Olivia Russell, Lia Schutte
Copywriter Larry Katz
Released September 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: SOUTH AFRICA-OPEN SOURCE CAMPAIGN
Product/Service: FIFA SOCCER WORLD CUP 2010
Agency: DRAFTFCB SOUTH AFRICA
Date of First Appearance: Jun 15 2010
Entry URL: http://www.keepflying.co.za
Executive Creative Director: Grant Jacobsen (DraftFCB)
Executive Creative Director: James Cloete (DraftFCB)
Creative Director: Gareth Paul (DraftFCB)
Art Director: Neelesh Vallabh (DraftFCB)
Art Director: Danni Meneghin (DraftFCB)
Art Director: Lia Schutte (DraftFCB)
Art Director: Olivia Russell (DraftFCB)
Copywriter: Larry Katz (DraftFCB)
Client Service: Heidi Nelson (DraftFCB)
Client Service: Romaine MacKenzie (DraftFCB)
TV and Radio Production: Rachel Andreotti (DraftFCB)
TV Producer: Sonja Reichwien (DraftFCB)
TV Producer: Wakhile Sithole (DraftFCB)
TV and Radio Production: Ofentse Moremi (DraftFCB)
Radio Producer: Karin Keylock (DraftFCB)
Print Production: Tanya Phillipson (DraftFCB)
Media placement: TV - DSTV Channels, SABC TV Stations and E-TV - end June 2010
Media placement: Radio - SABC Radio Stations - end June 2010
Media placement: Print - Caxton Publications, Sunday Times, Rapport - end June 2010
Media placement: Various internal client publications, websites - Various websites, Intranet sites - end June onwards
Media placement: As this was an open source campaign so not all media was tracked - Internal publications - end June onwards

Describe the campaign/entry
Keep Flying was a spontaneous campaign to motivate South Africans to keep the spirit of the World Cup alive. It was an ‘open-source’ idea spread by our network of partners – production houses, media owners and clients – to their people and their people passed it on to their people. The World Cup showed that there is so much goodwill amongst us, such joy when we come together as one nation. In the end that is its greatest gift to us – that for a blink of an eye, we saw how many South Africans and how much South Africans want to be one.

But the World Cup is over, the flags did come down, and we are not likely to have another chance to come together again so spectacularly. Now the change must happen from person to person and organization to organization.

Describe how the campaign/entry was launched across each channel in the order of implementation
Motivated to spread the idea as far and as wide as possible, we made the idea ‘open-source’ and gave it away to anyone who wanted to be involved.
We basically came up with the idea and a few tips for how to make it happen, designed some collateral, made a quick website and then released the idea to our network of partners.

Part of the success of this campaign was the speed with which we activated. At the time, people around the country were still celebrating and just quietly dreading the end. We had the foresight to plan during the happy times for the sad times to come.

The idea was conceived in late June, shared and lobbied for a few days to get buy-in from everyone, especially the senior executives, launched to staff by the end of June and launched to the media and partners by 2 July 2010.

Give some idea of how successful this campaign/entry was with both client and consumer
The success of Keep Flying gives us hope that the new connected world will bring together these many pockets of goodwill into a powerful force for positive change.

The success of this campaign is significant for our industry because it proves that the new communications era is here already – an era in which human-digital networks spread ideas that matter faster, cheaper and indelibly. We put in R250,000 in hard costs, about R1 million in ‘free’ labour and we got back R30 million (calculated by C-Cubed communication).