concept copy strategy
concept copy strategy
The Kalahari.com birthday campaign was an integrated campaign to celebrate the 15th birthday of South Africa's largest online retailer. I conceptualized the digital side of the campaign, including South Africa’s largest game of “Pass-the-Parcel” and was involved in the TV, radio, and print executions too.
The results were fantastic; the hashtag was trending within 15 mins of the Pass-the-Parcel game starting, twitter followers increased by 15% in 2.5 hours, and kalahari.com saw a 25% rise in online orders during the entire campaign.
We also picked up a bronze Loerie in the Live Activation category.