| Заголовок | Forest |
| Агентство | Black River FC |
| Кампания | Smile Dammit (2011) |
| Рекламодатель | Primedia Broadcasting |
| Бренд | 94.7 Breakfast Express |
| Дата первой трансляции/Публикации | 2011 / 7 |
| Бизнес сектор | ТВ/Радио программы и станции |
| История | Breakfast Xpress. Their star DJ, Jeremy Mansfield, had left the show and was replaced by a new DJ, Darren Simpson. The change had affected listenership and the new show didn’t have a distinct identity and personality. Our challenge was to communicate what the show stood for and ultimately get listeners to switch to the 94.7 Breakfast Xpress. Unlike other breakfast shows, which are serious and talk show focused, the new show is upbeat and lighthearted. It helps people forget about the morning traffic, chaos and cold weather and just SMILE, DAMMIT. We wanted the advertising to do the same so we gave people something to smile about. |
| философия | In winter, the trees in Johannesburg are dry, bare and depressing. Overnight, we attached half a million artificial flowers to 15m x 15m nets. We then used the nets to cover the trees along one of Joburg’s major routes so that it looked they had magically blossomed overnight. We used the blossoming trees to reveal the show’s new payoff line “SMILE, DAMMIT.” |
| Проблема | Joburgers are grumpy in the mornings. The average driver spends 45 minutes or more in traffic every morning. An ad campaign is the last thing they want to see on their way to work. So, how can we communicate the essence of the breakfast show and ultimately get them to tune in? |
| Результат | We successfully positioned the Breakfast Xpress as the light-hearted breakfast show and used the outdoor environment to pique interest and get people to switch stations. With just one execution in Johannesburg, we managed to reach 949010 people all over South Africa. That’s almost a million smiles. |
| Тип медиа | Печать |
| Исполнительный креативный директор | Ahmed Tilly |
| Продакшн Студия | Sound Media |
| Управляющий производством | Laura Broccardo |
| Арт-директор | Kursten Meyer |
| Копирайтер | Verona Singh |
| Креативный директор | Vanessa Gibson |
Больше работы
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