We created a campaign that highlighted the new Audi models, which included quattro technology as a standard feature.
The great thing is, with quattro technology, you can safely drive on any terrain without worrying about the road being too wet or too tough.To communicate this, we captured aerial shots from 13 metres high, and transformed the Audi into a magnet with the terrain forming a magnetic field. So whatever the terrain, like a magnet, with quattro, the Audi will stick to the road.
When people put a personalised license plate on their car they often put their name on the plate. There are thousands of these personalised plates around South Africa all with different names on. But the one thing that they all have in common is that they only have one name on.
With space for eight people inside, the Volkswagen Kombi is one of the largest and most spacious cars in the country. Perfect for a large family. To demonstrate exactly how many people can fit into a Kombi, we created a personalised license plate more suitable to the Kombi’s size. We then put a whole family of names on, including the dog, and stuck it on the front of the Kombi.
Every year Allan Gray, one of South Africa’s leading investment companies, recruit the brightest graduates from universities around the country. Graduates more interested in achieving their long-term goals than the many trappings of campus life. Those with focus.
But there’s one problem… distractions. As a student, they’re in no short supply. There are the usual suspects: parties, guys, girls, and of course more parties. But it doesn’t stop there, online there are more still: Cute Animals, Grumpy Animals, Dramatic Animals, Thug Life Animals, Babies, Selfies, Epic Fails, Best-ofs etc. You name it, they’re waiting to distract you for hours on end.
What we needed was to separate focused students from those more prone to distraction. But how? By pitting them against the very things that prevent them from excelling.
We launched an all-out assault on campuses countrywide – an integrated campaign showcasing distractions in all forms: on posters, on campus radio stations, in emailers, on targeted microsites and even in a public library. Nowhere and no one was safe.
Posters on campus featured the likes of Grumpy Cat.
In addition to campaign specific radio ads, campus radio station DJs heard radio spots that talked to their very own distractions in the middle of their shows live on air.
University Social Coordinators received emailers directing them to bespoke microsites that exposed their biggest distractions.
We carried out filmed social experiments on unsuspecting study groups in a library.
All of our messaging led students to stayfocused.co.za where they found out about the Allan Gray 2016 Graduate Intake and could apply to join the firm.
Amidst all these distractions, in the first month alone, we’ve had a 161.6% increase in applications than during the same period of last year’s campaign – applications from those willing to put their focus to the ultimate test: an opportunity to work at Allan Gray.