Cape Town Fish Market Print SCOOTER by Lowe and Partners Cape Town

SCOOTER

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Industry Retail, Distribution & Rental companies
Media Print, Magazine & Newspaper
Market South Africa
Agency Lowe and Partners Cape Town
Creative Director Kirk Gainsford
Art Director Sibulele Zihle
Copywriter Alistair Morgan, Hilda-Mari Cronje
Released January 2012

Credits & Description

Category: Food and Non-Alcholic Drinks
Advertiser: CAPE TOWN FISH MARKET
Product/Service: CAPE TOWN FISH MARKET
Agency: LOWE BULL
Creative Director: Kirk Gainsford (Lowe And Partners)
Copywriter: Hilda Cronje
Copywriter: Alistair Morgan (Lowe And Partners)
Art Director: Sibulele Zihle
Media placement: Viral - You Tube - 25 January 2012

Describe the objective of the promotion.
This idea dramatised the freshness of the Cape Town Fish Market’s fish. A man in a wetsuit takes out a fresh fish from the back of his delivery bike and walks past local Cape Town restaurants, much to the amusement of onlookers.

Describe how the promotion developed from concept to implementation.
The idea stemmed from the above the line campaign which was all about going to great lengths to deliver fresh fish.

Explain why the method of promotion was most relevant to the product or service.
The delivery bike parked outside busy restaurants in Cape Town, which are competition to the Ape Town Fish Market, to remind them that the Cape Town Fish Market has the freshest fish.

Describe the success of the promotion with both client and consumer including some quantifiable results.
There was a big response on Twitter and the client has noted a marked improvement in store footfall.