REAL MEN CAN'T SING by DraftFCB Cape Town for Klipdrift

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REAL MEN CAN'T SING

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Industry Cognac
Media Direct marketing
Market South Africa
Agency DraftFCB Cape Town
Executive Creative Director Francois De Villiers, Glynn Venter
Art Director Declan Sharp, David Marrs
Copywriter Andre De Wet, Lindy Lahner
Producer Vanessa Parkin, Amanda Deacon
Photographer Anthony De Klerk Advertising
Released May 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: DISTELL
Product/Service: KLIPDRIFT BRANDY
Agency: DRAFTFCB CAPE TOWN
Date of First Appearance: May 18 2009 12:00AM
Entrant Company: DRAFTFCB CAPE TOWN, SOUTH AFRICA
Entry URL: http://bit.ly/9ilp2z
Executive Creative Director: Francois de Villiers (DraftFCB Cape Town)
Executive Creative Director: Glynn Venter (DraftFCB Cape Town)
Copywriter: Andre de Wet (DraftFCB Cape Town)
Copywriter: Lindy Lahner (DraftFCB Cape Town)
Art Director: Declan Sharp (DraftFCB Cape Town)
Art Director: David Marrs (DraftFCB Cape Town)
Digital Producer: Paul Geary (DraftFCB Cape Town)
Digital Strategist: Sue Disler (DraftFCB Cape Town)
Project Manager: Victoria Williams (DraftFCB Cape Town)
Account Manager: Ivan Breytenbach (DraftFCB Cape Town)
Producer: Amanda Deacon (DraftFCB Cape Town)
Producer: Vanessa Parkin (DraftFCB Cape Town)
Deputy Creative Director: Nico du Toit (DraftFCB Cape Town)
Strategist: Jacques van der Merwe (DraftFCB Cape Town)
Photographer: Anthony de Klerk (DraftFCB Cape Town)
Media placement: Bumper stickers/Button badges - Campuses/Shopping centres - 18 May 2009
Media placement: Billboards - All major traffic routes - 18 May 2009/2 November
Media placement: Radio stings (x5) + (x2) - National radio stations - 18 May 2009/2 November
Media placement: Branded sponges - Gyms/Campuses - 28 May 2009
Media placement: Banners - Majour traffic routes - 10 June 2009
Media placement: Online mailers - Sent to various databases - June 2009
Media placement: Flyers X 2 - Shopping centres/Rugby stadiums - June 2009/November 2009
Media placement: Online banners - Various websites - June 2009 - November 2009
Media placement: Activations/Karaoke - Rugby clubs/Karaoke venues - June 2009
Media placement: Press ads/Strip ads - Various regional papers - June 2009
Describe the brief/objective of the direct campaign.
Klipdrift Brandy is a truly South African brand with a rich heritage. Its name is synonymous with generosity and hospitality among all South African cultures, hence the pay-off line “Make yourself at home”.Leveraging on the TVC “Choir Practice”, the campaign aimed to ensure that the brand lived beyond television and other traditional forms of media. It aimed to build on its established status as a South African icon by engaging with consumers and interacting with them in new ways. We also aimed to recruit new consumers who would normally not be reached through traditional channels by driving them to the website.
Explain why the creative execution was relevant to the product or service.
The campaign launched with a variety of teaser elements that directed the public to www.realmencantsing.com – a site where they could upload, rate and discuss videos. The elements put a playful twist on the names of international artists, thereby giving it more relevance to the South African culture. By adding virtual agents to the website, we created an opportunity to interact with the audience on a more personal level, thereby gaining valuable insights about them. The campaign enabled consumers the opportunity to interact with the brand on their own terms, in an environment that was free of conspicuous brand messaging.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We set out to find male singers – both good and bad. We created an interactive campaign which provided communication in which the consumer was an active participant, rather than passive recipient of numerous brand messages. We achieved this through public participation and consumer-generated content via on- and offline participation.All communication led to a website where consumers could load, view and rate videos in a similar fashion to YouTube.The campaign consisted of two phases:Phase one: an unbranded phase to reach a wider audiencePhase two: Revealed the brand and the connection with the TVC
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign gained significant exposure across a variety of media. New target audiences were reached and interacted with, while valuable insights about them were gained too. By interacting with them we were able to discover their likes and dislikes, preferred party spots and social habits. As well as substantially increasing our database, it also provided a compelling insight into what competitor brands are doing. The launch of the second, branded phase was supported by online PR, radio and print and saw a 2027% increase in site traffic. As a result, brand awareness increased significantly.