National Sea Rescue Institute/ NSRI Promo, Case study NSRI AWARNESS CAMPAIGN by Ogilvy Cape Town

NSRI AWARNESS CAMPAIGN

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market South Africa
Agency Ogilvy Cape Town
Executive Creative Director Chris Gotz
Creative Director Jacques Massardo, Gareth Mcpherson
Art Director Alexi Mccarthy
Copywriter Guy Lewis
Released September 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: NATIONAL SEA RESCUE INSTITUTE
Product/Service: NATIONAL SEA RESCUE INSTITUTE
Agency: OGILVY CAPE TOWN
Agency: REDWORKS
Date of First Appearance: Sep 10 2010
Entrant Company: OGILVY CAPE TOWN, SOUTH AFRICA
Executive Creative Director: Chris Gotz (Ogilvy)
Creative Director: Jacques Massardo/Gareth McPherson (Ogilvy)
Art Director: Alexi Mccarthy (Ogilvy)
Copywriter: Guy Lewis (Ogilvy)
Media placement: Sticker - Guerrilla - 10 September 2010

Insights, Strategy & the Idea
The National Sea Rescue Institute is responsible for patrolling all South African waters. We had to generate awareness around this fact with minimal media budget.

Creative Execution
To convey that the NSRI covers all South African waters, we decided to take over any media space that depicted water. So we distributed 20 000 stickers of an NSRI boat and encouraged the public to place them on any surface that depicted water.

Results and Effectiveness
We saved significant media budget and the more places the rescue boat image popped up in, the more it became an icon that represented the NSRI’s continued presence in all South African waters.