South Africa Promo, Case study KEEP FLYING by DraftFCB Cape Town

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KEEP FLYING

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Industry Sports Teams & Events
Media Promo & PR, Case study
Market South Africa
Agency DraftFCB Cape Town
Executive Creative Director James Cloete, Grant Jacobsen
Creative Director Gareth Paul
Art Director Neelesh Vallabh, Danni Meneghin, Olivia Russell, Lia Schutte
Copywriter Larry Katz
Released September 2012

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: SOUTH AFRICA - OPEN SOURCE CAMPAIGN
Product/Service: FIFA SOCCER WORLD CUP 2010
Executive Creative Director: Grant Jacobsen (Draftfcb)
Group Chief Creative Officer: Brett Morris (Draftfcb)
Executive Creative Director: James Cloete (Draftfcb)
Creative Director: Gareth Paul (Draftfcb)
Art Director: Neelesh Vallabh (Draftfcb)
Art Director: Lia Schutte (Draftfcb)
Art Director: Danni Meneghin (Draftfcb)
Art Director: Olivia Russell (Draftfcb)
Copywriter: Larry Katz (Draftfcb)
Client service: Heidi Nelson (Draftfcb)
Client service: Romaine Mackenzie (Draftfcb)
TV & Radio production: Rachel Andreotti (Draftfcb)
TV producer: Sonja Reichwien (Draftfcb)
TV producer: Wakhile Sithole (Draftfcb)
TV producer: Ofentse Moremi (Draftfcb)
Radio Producer: Karin Keylock (Draftfcb)
Print Producer: Tanya Philipson (Draftfcb)
Media placement: TV - SABC 1, SABC 2, SABC 3, DSTV, E-TV - June 2010
Media placement: Radio - Primedia Radio Stations, SABC Radio Stations - June 2010
Media placement: Newspaper - Sunday Times, Rapport, Community Caxton Newspapers - June 2010
Media placement: Online - Various Blogs, Media 24 Sites, Corporate Websites - June 2010
Media placement: Magazine - Media 24 Magazines - June 2010
Media placement: Various internal client/coporate publications - Various - June 2010
Media placement: As this was an open source campaign not all media was tracked - Various blog site, industry related sites, internal corporate communications - June 2010

Summary of the Campaign
Keep Flying was a spontaneous campaign to motivate South Africans to keep this spirit of the World Cup alive. The World Cup showed us there is so much goodwill amongst us and rather than fall prey to the typical post event depression, we wanted to harness our spirit of togetherness and focus on our future. Shortly before the World Cup started racial tensions flared after the controversial 'Kill the Boer' song and the murder of right wing AWB leader Eugene Terrblanche. We needed something to rally around and continue the positive World Cup spirit.

So we developed an 'open-source' idea to be spread by our network of partners – production houses, media owners, clients and even our competitors. We asked brands to:
- Fly the 'Keep Flying' Flag logo in your communication by using the Keep Flying logo'
- Start Keep Flying initiatives that are unique to your brand
- Leverage existing initiatives to spread the word

The campaign spread instantaneously with more than 300 corporations eventually joining in. The campaign received more than R5 million in PR, more than R10 million free media and more than R15 million in endorsements (calculated by C-Cubed Communications).

The Situation
Shortly before the World Cup started racial tensions flared after the controversial ‘Kill the Boer’ song and the murder of right wing AWB leader Eugene Terrblanche. The World Cup showed us there is so much goodwill and joy amongst us when we come together as a nation. But what if we went back to the way we were before? We needed a way to re-direct the nation's spirit.

We realised that if we could keep flying the flag as a symbol of our goodwill and our ability to achieve great things together, we would come together as one nation again.

The Goal
The objective of the campaign was to create a symbol that a nation could rally around. Rather than fall prey to the typical post event depression, we wanted to create an open-source campiagn that allowed the entire country to harness our spirit of togetherness during the World Cup and not fall back into the desctructive mindset of the recent past.

The target audience was the entire nation, but we started with those people who had the ability to help spread the message quickly. Using our partnerships with media owners, broadcasters, competitor brands and agencies; the campaign spread instantaneously and grew quickly.

The Strategy
We realised that if we could keep flying the flag as a symbol of our goodwill and our ability to achieve great things together during the FIFA World Cup, we would unite as a nation again and surpass the rational tensions that were flaring shortly before the World Cup started.

The strategy was to make South Africans take responsibility for flying their country's flag. By getting them to rally around the flag and to take pride in what it stands for, we could re-enforce the positive momentum gained during the World Cup.

And by getting them to take up positive initiatives and to attach the flag to all of their existing initiatives we could leverage all this positive momentum under one unifying banner.

Execution
1. First we created an open-source campaign identity with a website portal
2. We then developed launch advertising and a brand manifesto
3. The idea was pitched to our clients who agreed to use the symbol in their advertising
4. We then approached competitor clients who also bought into the idea
5. With South Africa's biggest brands on board, we briefed the media, media owners and broadcasters who commited to free media to help launch the campaign and also to place the symbol in their mastheads
6. We briefed the top production companies who produced 22 TV commercials to be flighting nationally during the campaign
7. Once we had reached critical mass and the campaign drew to a close, we handed over to Brand South Africa and partnered with Lead SA, who continue to 'Fly the flag' in their campiagns.

Documented Results
Keep Flying cost the agency R250,000 in hard cash. It cost an estimated R1 million in staff time alone. But in return for our collective efforts, we achieved the following measurable results (Calculated by C-Cubed Communication):

- R5 million in editorial value
- R10 million free advertising space
- R15 million endorsement exposure
- Advertising from 7 agency clients
- Advertising from 13 Non-agency clients
- 22 television commercials

Unprecedented support from South Africans

(Digital stats from Google analytics and agency status reports)

In one month we:
- Inspired more than 300 companies to Keep Flying
- Attracted 31,177 people to our website, from 133 countries
- Attracted the support of K’naan
- Discovered 2,356 Facebook fans
- Answered 5,634 emails
- Delivered 3,284 downloads off 69,421 page views
- And more than 76,000 (to be confirmed) South Africans to Fly the Flag in a World Record attempt.