Comair (South Africa) Promo, Case study WILL THE REAL SEPP BLATTER PLEASE STAND UP? by King James

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Industry Airlines
Media Promo & PR, Case study
Market South Africa
Agency King James
Creative Director Executice Producer- Michael Ritchie. Producer- Georgina Wilson
Art Director Christan Boshoff, Damian Bonse
Copywriter Devin Kennedy, Paige Nick
Released June 2010

Credits & Description

Category: Best Localised Campaign
Date of First Appearance: Jun 6 2010
Entrant Company: KING JAMES, Cape Town, SOUTH AFRICA
Group Chief Creative: Alistair King (King James)
Creative Director: Devin Kennedy (King James)
Copywriter: Devin Kennedy (King James)
Art Director: Damian Bonse (King James)
Creative Director: Michael Wilson (King James)
Copywriter: Paige Nick (King James)
Art Director: Christan Boshoff (King James)
Public Relations: Dan Pinch (King James)
Media placement: Press 1 (Sepp Blatter Offer) - Sunday Times - 6th June 2010
Media placement: Press 2 (Sepp Blatter Accepts) - Sunday Times - 20th June 2010
Media placement: Digital Activity - Facebook/Twitter - 6th June
Media placement: PR/Media Relations - National/regional Press And Online Sites. - 6th June

Insights, Strategy & the Idea
In the months prior to the World Cup, local airlines were criticized for hiking costs, out to make a ‘fast buck’. A campaign was required to position kulula as a patriotic supporter of the ordinary South African.

Local South African travellers that were going to fly during the World Cup as well as international visitors during the World Cup.

By being the only carrier not to take advantage of travellers during the World Cup, kulula could potentially entrench themselves as South Africa’s most-loved low-cost airline and build loyalty among travellers for future business.

The campaign was designed to drive sales for kulula’s added 50 000 seat capacity during the World Cup period and entrench them as the carrier that rallies behind the people whilst offering consumers reasonably fared prices. The end result – everybody wins.

Creative Execution
After FIFA objected to an ad that kulula did over apparent trademark infringement, it sparked a frenzy, with media, blogs and other social media criticizing the soccer body for being too restrictive. As such, it was great publicity for kulula, but not so good for FIFA.
Kulula saw this as an opportunity to gain customers. The strategy was to “apologise” to FIFA by offering free flights to Sepp Blatter, or anyone called Sepp Blatter while offering cheap flights to everyone else.

Channels: Press, web, twitter, facebook and PR. After the offer was made in press and Sepp the dog claimed his prize, a second press ad was run honouring the offer and directing people to a website to meet Sepp.
We also created a facebook page for Sepp, driving conversations in conjunction with twitter. Coverage of Sepp flying around the country was driven by PR.

Results and Effectiveness
The result: kulula got even more mileage out of the World Cup right until the final whistle.
50000 seats were filled, there was a 32% growth in sales, R5.6 million in free media earned and kulula became one of the most talked about brands globally around the World Cup.

Not only did kulula achieve its business objective in filling 50 000 additional seats, but kulula was seen by passengers and the public as a true patriotic brand that stands behind the people and that doesn’t try and exploit them for profit.