THE BRIEF
Halls is the mentholated sweet that helps you breathe deep and make your move. We were briefed to create an integrated campaign promoting this new positioning.
THE IDEA
We created a campaign that gave regular South Africans the chance to breathe deep, make their own move and grab life by the Halls. We came up with a range of completely bonkers opportunities for people to grab (much like Groupon) and created several online platforms to house these opportunities and an online video and TV ad to encourage them.
THE ONLINE VIDEO & TV AD
Before we launched the online opportunity portal, we needed to launch Halls’ new positioning. So, we created a 2 minute online video and a 60 second TV ad featuring Kimmie – a regular office worker with a big dream. Her goal was to become a rapper. All she needed was to breathe deep and make her move.
MICROSITE
Once Kimmie had made her move, we gave South Africa a chance to do the same. A campaign microsite presented people with a range of opportunities, which we updated each week. Some opportunities were serious, some a little more fun. But each opportunity encouraged visitors to breathe deep and make their move.
The site itself poked fun at group buying sites – such as Groupon. Each deal had a time limit, encouraging people to make their move before it was too late.
These offers were also available via a Facebook Tab and Mxit Portal (South African low-tech portal that works on feature phones delivering functionality similar to a browser).
ONLINE ADVERTISING
We created banner ads for both desktop and mobile, as well as deal specific splash screens within Mxit. Every media placement was considered, making the right deals relevant to the right users at the right time.
RESULTS
Klein Kimmie’s online video received over 376 000 views (which is a staggering amount for an ad in South Africa). We generated R7 478 592 worth of earned media. The Mxit base grew from zero to over 42 000 people in less than 2 months with 4.8 million page views. And we established Halls’ positioning as the mentholated sweet that helps you make your move.
Awards
2013 Creative Circle Ad of the Month - Digital - First
