Mtc Promo, Case study NAMIBIA ANNUAL MUSIC AWARDS by Advantage Y&R Namibia

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Namibia
Agency Advantage Y&R Namibia
Creative Director Patrick Held
Art Director Johan De Jager
Copywriter Arno Selhorst, Olaf Ebeling, Abed Erastus
Designer Clara Mupopiwa
Released December 2011

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: MTC
Creative Director: Patrick Held (Advantage Y&R)
Copywriter: Abed Erastus (Advantage Y&R)
Designer: Clara Mupopiwa (Advantage Y&R)
Art Director: Johan de Jager (Advantage Y&R)
Accounts Manager: Daisry Dumeni (Advantage Y&R)
Accounts Executive: Zenao Angula (Advantage Y&R)
Copywriter: Olaf Ebeling (Advantage Y&R)
Editing: Heiko Boldt (Thunderboldt)
Copywriter: Arno Selhorst (Advantage Y&R)
Production: (Tuckshop Brand)
Production: (DB Audio)
PR Manager: Cindy Gous (Advantage Y&R)
Audio Production: Wojtek Majewski (Audio Art Recording)
Media placement: Publicity Stunt - Not Applicable - 21 March 2011

Summary of the Campaign
In recent years, the local music awards had lost their appeal, resulting in both the public and musicians growing weary of them.

Our client, Mobile Telecommunications Pty Ltd (MTC) officially took over co-sponsorship of the Namibian Music Awards.

We were tasked to bring life back to the Awards and give the public a reason to believe in them again. Namibia’s musical talents were termed ‘diamonds in the rough’, which could be rationalised because the industry was growing and improving steadily. Talent existed and all it needed was a little polish.

The next challenge was how to bring this concept to life for the general public in an exciting and unique way?

Enter the International Geological Survey Centre (IGSC), a fictional organisation, created by us, which would appear to be on the verge of a major discovery. We induced media and public speculation as to why a team of ‘geologists’ would suddenly set up camp in an urban area, without informing the relevant authorities.

After a week of news reports, articles and Facebook chatter, IGSC held a press conference where it was revealed that the ‘discovery’ was in fact the nominations for the Namibian Annual Music Awards (NAMA’s).

The Situation
The Namibian Music Awards had lost their appeal. The awards ceremony had deteriorated into a long and uninspired ordeal, which was plagued with criticism. This resulted in the media losing interest in covering it. The little coverage that was produced focused mostly on the negative aspects of the awards.

Since the taking over of the sponsorship by MTC, which is a popular brand amongst the youth, there was a definite opportunity to change the public perception surrounding the awards, and gain buy-in.

The Goal
The primary goal for the campaign was to re-build confidence in the Namibian Music Awards, amongst musicians and the general public.

The key objective of the exercise was to launch the 2011 Namibian Annual Music Awards, in a unique and unconventional manner. We wanted to generate mass exposure through PR coverage, which would equate to or even exceed paid forms of advertising.

The campaign’s target audience was the general Namibian public, particularly the youth market and the media fraternity.

The Strategy
Windhoek is a very small community and in order to fool the general public and the media, one would need to go to great lengths. Project confidentiality was of uttermost importance. Only a core group of organiser’s knew about the true concept; not more than ten individuals knew the full story.

A suitable site was located, on a busy intersection, right across Windhoek’s main shopping centre. The land was private property; the owner gave us legal authority to erect our dome, allowing us to avoid seeking local authority permission.

A fictional geological survey company, International Geological Survey Centre (IGSC) was created. A fake website was researched and designed, complete with links and references.
All the branding requirements had to be sourced from South Africa, to protect the confidential nature of the assignment from local suppliers. Even the “geologists” were actors imported from South Africa.

A secret warehouse was hired as ‘base camp’ for duration of exercise.

A small dome was erected from, Friday 18 March. Actors arrived on Saturday 19 March. The large dome was started on Mon, 21 March.

On Sunday, 20th March, the first journalist approached with questions, only to meet a standard response of “no comment”.

On Wednesday the first story appeared in a Namibian newspaper and a report ensued on One Africa Television news.

On Thursday, the Namibian Geological Survey Centre and authorities from Ministry of Mines & Energy demanded explanation from the “geologists”, threatening to arrest them, failing cooperation. The concept was revealed to them by us, and surprisingly, they agreed to play along and refrain from media commentary.

A fresh report on the National Broadcaster, NBC TV News, followed that evening.

On Friday morning our “Professor” appeared on Good Morning Namibia, a live studio interview and that evening our Geological ‘discovery’ was mentioned for a second time on the 20h00 news bulletins, further fuelling the speculation.

Documented Results
Media budget from client: N$300,000-00
Media coverage received: N$469,246-06