The Ushukela Wethu campaign has been targeting over 85 000 primary school children in 96 schools in KZN over the past two terms of the academic year, aiming to associate and stimulate community interaction with the brand by engaging with participants in relevant, educational and exciting activities. The learners were taught the Ushukela Wethu song and competed for product pack prizes.
Nomzamo Primary School in Kokstad won the R10 000 first prize and Zoleka Goswana the parents lucky draw prize. She was presented with a cheque for R5000 to assist with school fees assistance for her children.
Chabad House, a centre for education and outreach activities serving the Jewish community, used proximity#ttp to implement its Miracle Drive 2007 charity fundraiser. Chabad House targets a diverse group of Jewish families for its fundraising activities, many who do not necessarily understand what the organisation does. The audience's primary interaction with the brand is when they receive a communication detailing the Miracle Drive prizes and Chabad House's various programmes.
The success of the project depended on ticket sales, with a top prize of a car valued at R400 000. A variety of easily accessible media was used, with SMS, email and print used for maximum impact.
The ‘big idea', conceptualised by creative partner Stu Stobbs and art director Natalie Urban was to create a brochure detailing a “Gallery of Life” concept, which was effectively linked to the fact that this year marked the 18th year of Miracle Drive. “In Hebrew, the number 18, or chai, means life, with the word and its symbolic significance recurring throughout the campaign,” says Nici Stathacopoulos, CEO of proximity#ttp.
A number of underprivileged South African artists were commissioned to create artwork based on the works of well-known Jewish artists and incorporating Jewish elements. Each piece contained an inspirational message about life, all true to Jewish teachings. Different print mediums were also used for each piece, giving the brochure a feeling of diversity, with impressions of Roy Lichtenstein, for example, created in the traditional African medium of beading.
This was successfully tied back to Chabad House's various programmes, highlighted on the page opposite each artwork and specific to each of Chabad House's efforts as a non-profit organisation. Pages could be easily torn out to keep the important work of Chabad at hand and in mind.
The breakfast shows on Primedia Broadcasting's 94.7 Highveld Stereo and 94.5 Kfm, have been causing teary eyes in traffic once again with the Christmas Wish. The initiative encourages listeners to send in wishes on behalf of someone they know in need – be it a colleague, friend or family member. The stations then find sponsors to fulfill these wishes, which ranging from requests for food to putting a roof over a family's head, and the results are reported back live on air.
According to 94.5 Kfm programming manager Ian Bredenkamp, the initiative has become an annual highlight on the calendar. “Christmas Wish is an opportunity for listeners to make a difference in someone else's life, he says.
Wanting to make the holiday season memorable by highlighting special moments, Penflex, working with BOO!, built two giant 2m Higlo Highlighter Pens and placed them inside the domestic departure terminals at the Cape Town International Airport.
An orange line was drawn from the Mango ticket purchasing counter to the Mango check in counter and the Penflex Orange Higlo Highlighter positioned at the end of the line drawn. A green line was also drawn from the Kulula ticket purchasing counter to the Kulula check in counter and the Penflex Green Higlo Highlighter positioned at the end.
Bizcommunity.com wonders if Penflex does invisible highlighters for Nationwide…
