SAT Promo DISKI DANCE by Ogilvy Johannesburg

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DISKI DANCE

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Industry Shows, Events & Festivals
Media Promo & PR
Market South Africa
Agency Ogilvy Johannesburg
Director Michael Middleton
Creative Director Danie Dewet, Fran Luckin
Art Director Gavin Dexter, Tseliso Rangaka, Steve Knapp, Nicky Obel
Released May 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: SAT
Product/Service: DANCE
Agency: OGILVY JHB
Date of First Appearance: May 1 2010
Entrant Company: OGILVY JHB, Johannesburg, SOUTH AFRICA
Director: Michael Middleton (Ogilvy)
Creative Director: Danie deWet (Brand Activation)
Creative Director: Fran Luckin (Ogilvy)
Creative Director: Tseliso Rangaka (Ogilvy)
Art Director: Gavin Dexter (Ogilvy)
Art Director: Steve Knapp (Brand Activation)
Art Director: Nicky Obel (Brand Activation)
Art Director: Tseliso Rangaka (Ogilvy)
Choreographer: Wendy Ramgodi (Kasietainment)
Media placement: TV Campaign - SABC - August 2001
Media placement: TV Campaign - M-Net - August 2009
Media placement: TV Campaign - Supersport - September 2010
Media placement: Newspaper Advert - City Press - November 2010
Media placement: Newspaper Advert - Daily Sun - November 2010

Describe the objective of the promotion.
The objective was to welcome fans to the country in a uniquely South African way and unite the nation behind the 2010 FIFA World Cup.

Describe how the promotion developed from concept to implementation.
In South Africa we have a different technique when playing soccer – it’s rhythmic and showy, but never boring – we call it Diski. So we developed a 5-step danced based on these soccer moves, (and our unique rhythm) to teach to the world and called it the Diski Dance.

Explain why the method of promotion was most relevant to the product or service.
The best way to teach people to dance is through demonstration. So this was done through collateral and how-to manuals, through event activations, flash mobs and online, by inviting people to upload their videos, thereby creating hype online.

Describe the success of the promotion with both client and consumer including some quantifiable results.
When Diski was rolled out globally, it was very well received. So much so, that people in over 32 countries participated in the campaign. Virally, Diski was becoming a hit – even celebrities and presidents embraced it.