The adverts, based on real South African stories, will introduce the market to the concept, set the tone for the content that is sought and re-launch the brand in an unexpected way. Both versions of the commercials (30 and 45 seconds) were directed by Kevin Fitzgerald and produced by Egg Films.
The brand is allowing young adults to create their own content to be used in the advertising in a way that enhances and refreshes the brand and connects it with its market. Activations at university campuses are currently taking place to call for more stories. A website, mobisite, Facebook page and Twitter profile have been developed to convey product information and give consumers the ability to blog about the kind of stories they want to share with the world. Television promos will then be developed using this user generated content.
"Capturing the interest of the brand in the minds of our desired market is not going to take what's expected, but rather what's right. The youth are after something fresh and innovative to captivate them and we are confident that this campaign will do just that," says Richard Papo, marketing manager for Beechies.
