Case Studies

We were tasked with launching Wimpy’s Premium Blend range to a market that lacked coffee knowledge and preferred plain affordable coffee. We, however, managed to democratise premium coffee by educating the masses through a humourous campaign that took the mickey out of the pretentious coffee names, whilst making the naming relevant to our market's lifestyle.

During the FIFA World Cup 2010, Southern Sun, an optimistic accommodation partner, wanted to highlight its association with Bafana Bafana and also bring people together, united in support of the team at an event dubbed the “Human Chain” parade on 9 June 2010. Our task was to physically get the nation together in support of our boys, and to create the desired awareness for Southern Sun’s association to the squad and the players in the most cost-effective manner.

With a new pizza on the horizon, our task was to launch Debonairs Pizza online, while at the same time introduce a unique-looking pizza innovation and get people to try it and love it. This was a pizza that
has never been seen in this country, which made for a challenging brief. At first glance, the pizza gave
us a ‘What the F#@K???” moment, and from there the creative concept was born. This initial reaction of confusion and surprise was a natural and honest human reaction – the perfect insight.

Our task was to regain credibility of the Innoxa brand, increase sales and regain lost market share. Innoxa was struggling to stand out from the clutter and was being outshouted by international beauty brands with large budgets. We were faced with a challenge that mirrored that of David and Goliath. With a limited budget, we needed to make sure that the campaign was as cost-effective as possible, yet still creating the awareness needed for the brand.

The odds were stacked against us; the market was dominated by a subsidised, well-known and trusted national carrier – South African Airways; the association with an established airline was a disadvantage, and the South African market was not an ideal candidate for a low-cost airline. In the year 2001, British Airways wanted to enter a low-cost airline into the South African market. The proposed Comair Lite
was to be the first no-frills, low-fare airline that would offer travel opportunities to those previously unable to afford the high prices of current airlines. Our objective was to launch the fighter brand and get people to choose Comair Lite by booking online.