Leftfield Promo, Case study WOZELA REUSE INITIATIVE by Leftfield

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WOZELA REUSE INITIATIVE

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Industry Advertising agencies, Business equipment & services, Advertising & Communication, Environmental & Animal Issues
Media Promo & PR, Case study
Market South Africa
Agency Leftfield
Executive Creative Director Jono Swanepoel
Creative Director Shaun Mccormack
Editor Col Long
Released July 2010

Credits & Description

Category: Environmental PR
Advertiser: LEFTFIELD ADVERTISING
Product/Service: RECYCLING
Writer: Matt Blitz (Leftfield - Beyond Advertising)
Creative Director: Shaun McCormack (Leftfield - Beyond Advertising)
Executive Creative Director: Jono Swanepoel (Leftfield - Beyond Advertising)
Production and Creative Director: Paul Sanders (Leftfield - Beyond Advertising)
Editor: Col Long (Upstairs Post Production)
Music: Simon Malherbe (Echo Lab)
Audio: Steven Webster (The Work Room)
Animation: Marco van der Merwe (MvdM)
Media placement: All Online - Blogs & Social Media Channels Online - 13 July 2010

Summary of the Campaign

Over 2 Million Vuvuzela's were imported for the 2010 Soccer World Cup.
Our objective was to raise awareness for reusing plastic through a Vuvuzela up-cycling initiative by launching the Wozela campaign. Through the Wozela blog we challenged South Africa, and the world, to create new ideas on how to re-use and up-cycle the Vuvuzela, offering R10,000 ($1,500) prize money.

Through a 4 month, daily presence on the social media channels we drove
60,000 views and several hundred innovative entries to the blog. From there the campaign exploded - international media ran repeat 3 minute stories on every major TV station including CNN, Al Jazeera, BBC, Sky, NoS, ARD, eTV Central China News. Associated Press syndicated the story to a further 700 clients. On radio, BBC Channel Africa, ABC, CBC, Cape Talk, Heart FM covered the initiative. Press and online coverage was equally strong. On completion a respected panel of judges picked the winning entry – a set of hoop earrings which reuses 100% of a Vuvuzela to make multiple sets of earrings. 3 Street crafting companies (so far) have taken up the designs providing jobs to township crafters.

Awareness Results:
- An estimated 160 Million people were reached worldwide.
- ROI:1142%.

The Situation
We saw the need to re-use the 2 Million plus, unused and unsold Vuvuzelas left in the wake of the 2010 World Cup.

The extreme love-hate fixation the world had for the Vuvuzela meant that massive attention would be drawn to topical Vuvuzela issues. Therefore, we launched the initiative exactly 1 week after the World Cup ended.

Secondly, of South Africa’s population of 48 million, half live on $1 a day with unemployment at over 25%. Therefore, the next opportunity was to generate reuse ideas that crafters here, and globally, could freely and cheaply produce for resale and job creation.

The Goal
Objectives: To massively increase awareness for reuse and the upcycling potential of plastic, using the Vuvuzela as the vehicle to do this. Our target audience was to start local and go global.
Secondly, to create jobs for unemployed street crafters.
Thirdly, to leverage the case study to attract pro-green clients to Leftfield in the long-term.

Research shows recycling in SA is very low, at only16%. Unemployment is at a massive 25%.

The Strategy
Long before the World Cup, we planned and created a spectacular PR idea that would help generate massive awareness for the re-use of plastic. Reason being that our country only recycles 16% of its waste.

We wanted to grow awareness, specifically reuse which uses less energy than the process of recycling.

The campaign was planned to first launch via the blog - entries would be accelerated by posting 10 of our own reuse design concepts to assist entrants with start-up ideas.

Next, we wanted to drive traffic to the blog via Twitter and Facebook to encourage uptake by other blogs and the local and global media.
Finally, we wanted tangible action regarding job creation for street crafters. To this end we booked a display stand at Africa’s biggest design expo, Design Indaba, which we’d leverage to find craft companies and craft groups. Some 20,000 traders attend Design Indaba.

Execution
The project started on 13 July 2010; the deadline was 13 October 2010 for submissions. From there all phases were implemented as planned as explained above.

One new tactical opportunity did appear along the way, some 3 months after the World Cup; SA played the USA.
We tactically leveraged the 70,000 attendance via local radio stations to drive a Vuvuzela Collection at the football match. This was extremely successful and we managed to donate several hundred Vuvuzela’s to a crafting company in Cape Town.

What we did not anticipate in our strategy, was the colossal uptake by the international media of the campaign. Likewise the lengthy durations of the interviews, 3 minutes, repeated through the day, on all the world’s main media channels from CNN, BBC, Al Jazeera, eTV, ABC, CBC and China Central News.

Documented Results
TV News:
CNN (9/12/10–Primetime)
BBCWorld (10/11/10–Primetime)
BBCAfrica (10/11/10–Primetime)
Sky
Al Jazeera
e.tv PrimeTime
NoS-Hollands Public Broadcaster (13/12/10–Primetime eats)
CCTV-Central China TV (11/11/10 - Primetime)
RTV-Slovenian News (22/11/10 – Primetime)
ARD-Germany’s Public Broadcaster (12/12/10–Midday News Slot)
Ghana Broadcasting Corporation (10/11/10–Primetime)
Associated Press (9/11/10–Syndicated to clients)

Print News:
NY Times (9/11/10)
LA Times (9/11/10)
Mail & Guardian (6/9/10)
Cape Times – Front Page and Page 3 (10/11/10)
The Star (9/11/10)
The Citizen (9/11/10)
City Press (9/11/10)
Sowetan (9/11/10)
The Canadian Press (9/11/10)
De Telegraaf (Holland’s Biggest Daily)(13/9/10)
Der Standaard (Belgium)
The Telegraph UK (10/11/10)
DNA India (10/11/10)
Associated Press (9/11/10)

Radio Interviews
BBCRadio 2 (15/9/10)
BBCRadio 4 (22/9/10)
BBCChannel Africa
BBCNetwork Africa (14/10/10)
ABC-Australia (22/10/10)
CBC–Canada (20/10/10)
Naked Scientist–Channel Africa (22/10/10)
CapeTalk (10/11/10)
KFM
HeartFM

OnlineNews:
CNBC (10/11/10)
Yahoo.com
MSN
News24
ChristianScienceMonitor
China.org.cn
CCTV
About.com–GoAfrica
GhanaNews
InHabitat
NewsTrackIndia
NewsPress
SportsIllustrated
TimesUnion
TopNewsOnline

Blogs:
Countless green, recycling and carbon based.
Mentioned on most reputable SABlogs.
We have come across at least 50 blog entries on WoZela.