Kalahari.com Print OCEANS ALIVE by J. Walter Thompson Cape Town

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Industry Online Retail & E-stores
Media Print, Magazine & Newspaper
Market South Africa
Agency J. Walter Thompson Cape Town
Executive Creative Director Conn Bertish
Art Director Knut Otto, Graeme Bettles, Annelie Nothnagel
Copywriter Stuart Mccreadie
Released April 2012

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: KALAHARI.COM
Product/Service: ONLINE SHOPPING
Executive Creative Director: Conn Bertish (JWT Cape Town)
Art Director: Annelie Nothnagel (JWT Cape Town)
Copywriter: Stuart Mccreadie (JWT Cape Town)
Art Director: Graeme Bettles (JWT Cape Town)
Art Director: Knut Otto (JWT Cape Town)
Account Director: Meg Holtzhausen (JWT Cape Town)
Media placement: Outdoor/Ambient - Public Swimming Pool - 2 April 2012

Describe the objective of the promotion.
The objective was to increase sales of kalahari.com’s wide selection of Nature an Oceanic DVD’s and reinforce kalahari.com’s quirky character.

Describe how the promotion developed from concept to implementation.
Our idea was to bring the Oceanic DVD’s to life in a way that had never been done before. This led us to public swimming pools where, using underwater speakers, we broadcast the sounds of the oceans’ greatest creatures. Swimmers were informed of the Oceanic DVD offers available at kalahari.com with posters on the bottom of the pools.

Explain why the method of promotion was most relevant to the product or service.
Swimming pools were the perfect place to replicate the beauty and wonder of the oceans. Swimmers were able to appreciate the awesome sounds of the oceans’ magnificent creatures in a truly relevant environment.

Describe the success of the promotion with both client and consumer including some quantifiable results.
People had never experienced the haunting sounds of these creatures in the environment in which they were supposed to be heard. The promotion delivered an unforgettable experience for Cape Town swimmers and their shared experiences drove the promotion to achieve its best results since its inception in 2008.