Sun International Promo SPRING BREAK by Ogilvy Johannesburg

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Industry Shows, Events & Festivals
Media Promo & PR
Market South Africa
Agency Ogilvy Johannesburg
Executive Creative Director Greg Cameron
Copywriter Andrew Pearson
Producer Andrew Pearson, Adrian Duffin
Released September 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Date of First Appearance: Sep 1 2010
Entrant Company: OGILVY JHB, Johannesburg, SOUTH AFRICA
Executive Creative Director: Greg Cameron (Brand Activation)
Creative Director/Art Director: Adrian Duffin (Brand Activation)
Copywriter: Andrew Pearson (Brand Activation)
Producer: Adrian Duffin and Andrew Pearson (Brand Activation)
Photographers: Bruce Cantrell (Brand Activation)
Production House: Janice Wyndham-Quinn (Brand Activation)
Project Manager: Ismail Jardine (Brand Activation)
Media placement: Print - Cosmopolitan - September 2010
Media placement: Print - FHM - September 2010
Media placement: Street Pole Advertising - JHB And PTA - 16 August 2010
Media placement: Pull Up Banner - Sun City On Complex - September 2010
Media placement: Campaign Art - Sun City On Complex - September 2010
Media placement: Poster - Sun City On Coplex - August 2010
Media placement: Print - Cleo - September 2010 Issue
Media placement: People Magazine Fasion Spread - People - September 2010 Issue
Media placement: Print - Live Out Loud - September 2010 Issue
Media placement: Directional Signage Billboards - Rout To Sun City - August 2010

Describe the objective of the promotion.
To promote, create excitement and sell tickets to Sun City’s annual Spring Break beach party.

Describe how the promotion developed from concept to implementation.
The promotion began with experiential activations at local bars, pubs, clubs, restaurants and shopping malls, using human billboards – promotional staff dressed in swimwear, with our messaging written across their bodies.
The photos and video clips from these activations were then uploaded by the public and the venue operators to their respective websites and social networking sites.

This was then supported with faux fashion spreads, poster inserts and print ads in appropriate magazines, along with some outdoor media such as billboards and street pole ads.

Explain why the method of promotion was most relevant to the product or service.
We needed to speak to a very saturated cynical youth market in a way they would relate to and accept without scepticism. Swimsuits and bronzed bodies also relate directly to the occasion of a springtime beach party.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In terms of awareness, the promotion increased online traffic to the event Facebook page from just under 3,000 fans to over 21,000 fans. The event itself grew from 23000 attendants over 5 days to 30,500 over 4 days, the largest attendance on record.