concept copy strategy
concept copy strategy
During a prolonged period of high inflation and rising electricity costs in South Africa, this integrated campaign for retail giant Checkers managed to make something sinister, adorable. Meet Inflation the Bulldog–eating your budget and following you everywhere. He launched with a series of nationwide TV commercials and was supported by digital, print and radio executions.
He also had a lot of fun on Twitter.
Inflation follows you everywhere you go so to drive that point home, we hijacked Twitter’s push notifications. When ever a South African Twitter user complained about rising prices or how expensive things became, Inflation (the Bulldog) would follow them. The user would then a notification informing them “Inflation is now following you on Twitter”. This was followed by a snarky reply from the rotund hound and a subtle hint that Checkers is the only person who can control him.
We created a series of banners with Inflation that followed users around the web everywhere. There was one way to make him stop though…
Clicking our banners would stop inflation following users and take them to a special landing page where they could learn more about how Checkers controls the effects of inflation, and how to save money on everyday items.