RETRENCH YOURSELF by DraftFCB Cape Town for Savanna

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RETRENCH YOURSELF

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Industry Beers and Ciders
Media Promo & PR
Market South Africa
Agency DraftFCB Cape Town
Executive Creative Director Glynn Venter
Art Director Liam Mcelhinney
Copywriter Jason Wiltshire, Stephné Mcculloch
Producer Mandy Deacon
Released October 2009

Awards

Caples Awards 2010
Digital Campaign Microsite Finalist

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: DISTELL
Product/Service: SAVANNA CIDER
Agency: DRAFTFCB CAPE TOWN
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: DRAFTFCB CAPE TOWN, SOUTH AFRICA
Entry URL: http://www.retrenchyourself.com
Executive Creative Director: Glynn Venter (DraftFCB Cape Town)
Deputy Creative Director: Nico Du Toit (DraftFCB Cape Town)
Art Director: Liam Mcelhinney (DraftFCB Cape Town)
Copywriter: Jason Wiltshire (DraftFCB Cape Town)
Copywriter: Stephné Mcculloch (DraftFCB Cape Town)
Producer: Mandy Deacon (DraftFCB Cape Town)
Project Manager: Kara Redelinghuys (DraftFCB Cape Town)
Media placement: Radio Promotion - KFM, Jacaranda FM, East Coast Radio - 09 November 2009 – 13 December
Media placement: Radio Spots - 5FM, Metro FM, Algoa FM - 09 November 2009 – 13 December
Media placement: In-Venue POS - Cubana Café - 13 November 2009 – 18 December
Media placement: In-Venue POS - Tsogo Sun Casino - 01 November 2009 – 31 November
Media placement: In-Store Multimedia - Pacardi Rebel, Ultra Liquors - November 2009
Media placement: In-Store POS - Masscash, Metcash, Ultra Liquors, Makro - November 2009
Media placement: Experiential Parties - Clapham Grand, Chicago’s, Menlynn Square, Numbers, VIP, St Yves - November 2009 – December 2009
Media placement: Online Banner Placement - Vodacom4me, Yahoo, FHM, Ster Kinekor, MSN, Blueworld, Facebook, 5FM, MTV, Youtub - 09 November 2009 – 14 December
Media placement: Print Ads - Glamour Magazine, FHM, GQ, Men’s Health, CAR Magazine, Sports Illustrated - December 2009
Media placement: In-Venue POS - News Café - 04 December 2009 – 26 December

Describe the objective of the promotion.
Our objectives for this promotion were very clear. We needed a breakthrough awareness summer promotion to elevate our client’s brand in the densely populated cider market. That meant creating a unique consumer experience that was at the heart of every consumer touchpoint in the promotion. The promotion needed to have a prize element, as well as being both innovative and engaging.

Describe how the promotion developed from concept to implementation
However, the promotion began with the prize. And our prize needed to be extraordinary. So we gave consumers respite from the economic crisis: a R15,000 ($2,000) salary for the next 5½ years. Then, using various touchpoints, we asked consumers to “retrench themselves” in our “Retrench yourself” promotion. In-store and in restaurants, consumers posted retrenchment letters to “The Chairman of The Bored”. Online, consumers clocked in hours online for avoiding work. And on regional radio stations, employees won back the office. Eventually, “The Chairman” was crowned the single winner at one of six office parties held nationwide.

Describe the success of the promotion with both client and consumer including some quantifiable results
Not only did client and consumer respond to the promotion, media owners did too. Some even offered free media space to showcase the promotion. Within a week of going live, a cult following had developed online. In only two days, we’d received 6000 radio promotion sms messages, growing to 18,000 five days later. Within a month, the website had been visited 12,000 times, each visit lasting more than 10 minutes. By the end of the six-week promotion, over 3,000 retrenchment letters had been sent online, over 60,000 sms messages had been received and we’d reached page 1 on Google and Twitter.

Explain why the method of promotion was most relevant to the product or service
Not merely being a humorous brand, Savanna is a topical brand. So given the financially difficult year that was 2009, it clearly resonated that we provide consumers with a means of escape from the financial hardship. But more than escape, the prize offered consumers a choice. They could choose to repay mortgages. They could choose to pay off credit cards. They could even choose to take leave permanently. The choice was theirs because the power was theirs. All we asked them to do was to see the lighter side of the recession in the process.