YOU MAKE JOBURG GREAT by PENQUIN INTERNATIONAL for THE CITY OF JOBURG

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YOU MAKE JOBURG GREAT

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market South Africa
Agency PENQUIN INTERNATIONAL
Creative Director Stephan Du Toit
Copywriter Dean Oelshig
Editor Ruth Hill-Jowett
Released October 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: THE CITY OF JOBURG
Product/Service: CITY OF JOBURG
Agency: PENQUIN INTERNATIONAL
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: PENQUIN INTERNATIONAL, Johannesburg, SOUTH AFRICA
Entry URL: http://www.facebook.com/pages/You-Make-Joburg-Great/191671969800
Creative Director: Stephan Du Toit (Penquin International)
Account Manager: Guy Orsmond (Penquin International)
Copywriter: Dean Oelshig (Penquin International)
Project Manager: Darrin Thomas (Penquin International)
Senior Project Manager: Rhein Weitz (Penquin International)
Editor: Ruth Hill-Jowett (Unleashed TV)
Animator: Ryan Bronkhorst (Unleashed TV)
Director & Producer: Marc Herbert (Unleashed TV)
Media placement: Peer To Peer Activations - N/A - 7 November - June 2010
Media placement: Radio Interviews - 4 Interviews - Highveld Stereo 94.7 - 9 November 2009
Media placement: Radio Interview - 702 Talk Radio - 26 December 2009
Media placement: Radio Interview - SAfm - 30 Janurary 2010
Media placement: TV Feature - SABC 2 Countdown 2010 - 26 November 2009
Media placement: Print 22 Publications - 22 Publications - 1 February 2010 - July 2010
Media placement: Billboards, Busses And Street Poles - Variour Sites - 15 February 2010
Media placement: Radio Ads 332 Spots - 94.7, 702, Kaya FM, Ukhozi FM, Lesedi FM, RSG - 15 March 2010

Describe the objective of the promotion.
The City of Joburg campaign for October 2009 to June 2010 was based on 3 primary objectives: 1) Evoke pride from the residents as a host city of the 2010 World Cup: a) Illustrate the legacy left behind from the World Cup infrastructure. 2) Contribute to the positive brand perceptions locally, nationally and internationally to elevate the City amongst residents and investors: a) Change the mindset of the LSM 7-10 residents about the awesomeness of the city which will be complimented by residents travelling abroad and spreading goodwill to potential investors.

Describe how the promotion developed from concept to implementation
In August 2009 the City of Joburg briefed us to develop a campaign as per the objectives mentioned. In order to achieve these objectives the City's unique selling point needed to be indentified. In the absence of any outstanding landmarks or attractions the most powerful asset the City posses is its amazing, cosmopolitan people. They drive Africa's economy through their ambition, positive attitude and energetic vibrant approach to life. In order to promote this asset the people of Joburg needed to buy into the idea that they make Joburg Great. The result, YOU MAKE JOBURG GREAT.

Describe the success of the promotion with both client and consumer including some quantifiable results
Even though Africa has low levels of internet usage, we quickly reached capacity on our Facebook Group and a few thousand followers on our fanpage. Client recieved a huge amount of value worth of free advertising and PR. YMJG was featured on SABC- the biggest television broadcaster in Africa and was extensively covered by local radio, some requesting to do live studio interviews, local and national newspapers and a multitude of blogs. We were featured on Maggs on Media, the most influential show about the advertising industry in Southern Africa. The citizens are more positive and agree with the campaign message.

Explain why the method of promotion was most relevant to the product or service
Through peer to peer marketing and guerrilla tactics the campaign was passed from resident to resident organically rather than being a push down campaign by the City of Joburg. As a result, the residents of Joburg adopted the campaign as thier own. The initial method of delivery was through individuals with cardboard signs at traffic intersections throughout the city. This method of communication is unique to South African beggars and the campaign used this, but instead of these individuals asking for something, they delivered the YOU MAKE JOBURG GREAT message. From there the campaign was able to move into other activations all using the cardboard sign.