Adsarchive » Promo , Case study » GRAND-PA » REMOVING MORE THAN HEADACHES


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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market South Africa
Released May 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Date of First Appearance: May 7 2009 12:00AM
Entrant Company: NOTA BENE, Johannesburg, SOUTH AFRICA
Managing Partner: Cas Dreijer (MEC Access)
Group Head of Strategy: Erica Gunning (Nota Bene)
Business Unit Head: Belinda Kayton (Nota Bene)
Media placement: Activation/Experiential - Face-To-Face - 7 May 2009

Results and Effectiveness
So far 60 tonnes of recyclable material has been collected and R60,000 paid to the collectors. Five of the six schemes are still running and six community centres have been rebuilt. The activity has generated massive PR for Grand-Pa, with coverage valued at R460 million, delivering an ROI of 16:1. Sales of Grand-Pa have soared, up 12% by value in the first six months. Key brand scores from TNS are up by as much as 11%.

Creative Execution
We created an unprecedented scheme, a complete recycling infrastructure for six townships across South Africa. All designed to last for two years, if the communities could sustain them, this was an unprecedented commitment as even municipal authorities only run occasional clean-up programmes. We negotiated with professional waste management companies to provide weekly collections from our chosen townships and pay for paper, card, plastics and cans. We educated township members, showed them how to sort rubbish and provided bags for storage as well as branded overalls. And to bring the communities together we set tough recycling targets: if they hit them we promised to make their favourite community buildings as good as new. We launched our scheme with special events, explaining the idea and methodology in the local languages. More than 3,500 people attended our opening events. We spread the word to other townships via press, radio and PR.

Insights, Strategy & the Idea
Grand-pa is a headache powder used in some of South Africa’s poorest communities. The brand wanted to re-establish a connection between consumers and a 90-year-old brand. Our idea was to help these townships help themselves and reduce the impact of two major problems: unemployment – up to 60% by some estimates – and litter pollution. By helping the unemployed earn money we could demonstrate Grand-Pa’s commitment and take advantage of the incredible spirit of ubuntu, a sense of brotherhood and caring for others. We’d not only incentivise them as individuals but also provide a clear community event. Our strategy was a special event that didn’t last for simply one weekend but went on giving value to the community for years to come. By demonstrating that Grand-Pa really understood the challenges facing these hard up townships and their residents, we’d build brand preference and sales.