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Industry Juice
Media Case study
Market South Africa
Agency Stimulii
Director Grazyna Koscielska, Sam Moon
Producer Graeme Moon
Released August 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: TROPIKA
Product/Service: FRUIT JUICE
Date of First Appearance: Aug 16 2010
Entrant Company: STIMULII, Johannesburg, SOUTH AFRICA
Director: Grazyna Koscielska (STIMULII)
Director: Sam Moon (STIMULII)
Producer: Graeme Moon (KILTA)
Media placement: Television Campaign 30' Spot - SABC1,2,3 And - 16th August 2010
Media placement: Print Campaign - Heat, Media 24 You, HG And Drum - 21st August 2010
Media placement: Radio Live Reads - 5FM And Metro FM - 1 September 2010

Insights, Strategy & the Idea
TROPIKA is a mature brand with 61% market share in the dairy fruit juice blend. The objective was to create an integrated marketing campaign so as to make the brand relevant, current and to increase sales amongst the urban youth of 16- 34 year olds, while retaining the brand ethos of irreverent, smooth and easy. Tapping into urban youths' obsession with celebrity culture and in a twist, their belief that they are on the brink of being discovered and becoming famous, due to the popularity of shows such as Idols and Got Talent. Using the celebrity as a touch point- Become a Reality TV Star with TROPIKA- was born. This message was integrated throughout, to increase sales in phase 1 and entrench the brand in pop culture via a reality television series on a key terrestrial channel in prime time, during phase 2.

Creative Execution
Align to SA’s hottest celebrities: actors, musicians, comedians, socialites and beauty queens which have a great following by our urban youth. In phase 1 our chosen 7 celebrities were featured on TROPIKA's 7 flavours. Consumers were asked to enter via sms and other digital platforms to play against the celebrities in quirky challenges on the exotic island of Phuket, Thailand, to become the next SA TV Reality Star and walk away with R 1 million. Further supported with point of sale, 30 television campaigns, print campaigns, live radio reads with SA most popular radio DJ, which is also the anchor presenter of the series. A mobile campaign "My Celebrity My Slave" shot each celebrity in 150 different moves and gave the consumers the control over the celebrities. Phase 2 saw the launch of the TROPIKA Island of Treasure Reality TV show on a terrestrial channel in prime time.

Results and Effectiveness
The campaign hits the spot; in Phase 1 we get 232,684 consumer entries, our mobile campaign gets a reach of over 250%. October sales hit a record of 29.8% vs. 2009. Phase 2 only started but already our episode received a rating of 5.4, outperforming the slot based on the past month. TROPIKA Island of Treasure were the top 4 trending words on Twitter SA. In a market that loves Survivor, the consumer press is favourably comparing this show to an international television franchise. The press loves this and our value is at around R 15 million.