Halls Promo FREE YOUR VOICE by Ogilvy Cape Town

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Industry Lollipops
Media Promo & PR
Market South Africa
Agency Ogilvy Cape Town
Executive Creative Director Chris Gotz
Art Director Prabashan Gopalakrishnan Pather
Copywriter Sanjiv Mistry
Producer Anthea Beylis, Johnine Hughes
Editor Angela Illing
Released October 2010

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Product/Service: THROAT LOZENGES
Date of First Appearance: Oct 11 2010
Executive Creative Director: Chris Gotz (Ogilvy Cape Town)
Copywriter: Sanjiv Mistry (Ogilvy Cape Town)
Art Director: Prabashan Gopalakrishnan Pather (Ogilvy Cape Town)
Account Management: Bryony McComb (Ogilvy Cape Town)
Producer: Anthea Beylis (Ogilvy Cape Town)
Producer: Johnine Hughes (Ogilvy Cape Town)
Videographer/Editor: Jonathan Burman
Sound Engineer: Graham Merrill (Milestone)
Sound Engineer: Arnold Vermaak (Milestone)
Sound Engineer: Hans Baumgarten (AudioArts)
Promo Winner/Voice Over: Robert Koning
Promo Winner/Voice Over: Starly Wilson
Promo Winner/Voice Over: Alivis Shumbeiyi
Editor: Angela Illing
Media placement: Radio Campaign - 10 Spots - 5fm/Metro Fm - 11 October 2010

Describe the objective of the promotion.
Our challenge was to create a sales and brand-building promotion for Halls, the lozenge brand that soothes sore throats.

Describe how the promotion developed from concept to implementation.
Our insight: in South Africa, radio is the medium with the widest reach, yet still only the rich can afford to broadcast their ideas.

So we created the “Halls. Free Your Voice” promotion, where ordinary South Africans could win the chance to make their own radio ad to literally say anything. These would be broadcast on major national radio stations. The winners were just Average Joes being given a platform to express their opinions to the whole country for the first time. They chose the music & SFX. Most importantly, they chose what they wanted to say.

Explain why the method of promotion was most relevant to the product or service.
Halls is a throat lozenge brand. By soothing sore throats, it liberates your voice and allows you to express yourself. Hence, a promotion that, for the first time, gave ordinary people access to a mass broadcast medium that they wouldn't otherwise be able to afford, in order to disseminate their thoughts and opinions to the whole country, was not only relevant, but necessary.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With over 95,000 competition entrants (the most for any Halls promotion in history) and a sales increase of 15.5%, which amounts to over 3 million units, this was the most successful Halls promotion ever staged in South Africa. But the campaign not only helped sales. It was a successful exercise in pure freedom of speech.