By putting key target customers into the driving seat of a MINI and attaching the experience to arguably SA’s number 1 premium music festival.

– 20 months.
– 2000 test drives completed.
– 493 new and used MINIs sold.

10 Ragers were kitted out in-store and shared their experience online calling their followers to join #sneakersridefree

– Comprehensive digital campaign: Influencers communicating that wearing Converse = free rides at Rage Festival.
– In-store experiences before the festival “Spend R1000 or more on Converse and get free rides at Rage” .
– Converse Secret Party:  Exclusive branded experience.
– Converse branding: All Rage Rides shuttles, transport maps.

– Integral in driving consumers towards key Halewood brands.
– Focus on Belgravia, Red Square, Caribbean Twist and Buffelsfontein.
– Creating fun interactive experiences for consumers to feel, touch, taste and explore the Halewood brands in a memorable way
– Belgravia Gin = number 1 gin brand in SA from under 5% market share in 2018.

Key influencers shared their MAC experience, enticing followers to participate in store on branded days in the build up to a unique festival experience.

In store days = more than 2x comparable day turnover.
High awareness and preference of MAC products amongst target audience.

-81 Influencers enticed their social media followers to sign up to UNLOCKED.ME in exchange for incentives that no student could resist.
-34 days.
-Of all marketing efforts, our campaign delivered the highest rate of return.

A 13 year track record of event sponsorships, creative direction of internal and dealer events and most recently a customer of our YouthFluence digital agency.

Pre-festival specials for Ballito Rage and Joburg Rage tickets holders driven by festival influencers and a festival pop up to deliver product to lips in a creative way.

Annual 10 month communication program across all media forms and delivering the most innovative at festival experiences.

– 2013 – 4% market share amongst Rage audience.
– 2017 – 44% market share amongst Rage audience.

Crazy branded pool parties, a pool on a beach, the PO10C pig, private rooftop parties and so much more.

– Beginning in 2016 – 4000 units sold at the festivals.
– By 2019 – over 40 000 units sold at the festival to the same size audience.

73% of youth who engaged with the campaign said they would be more likely to buy FILA post-campaign.

– 3 month in store driver campaign.
– Festival activation including sneaker cleaning, temp tattoos, beer pong, ball pit, branded phone covers and more.

By putting key target customers into the driving seat of a MINI and attaching the experience to arguably SA’s number 1 premium music festival.

– 20 months.
– 2000 test drives completed.
– 493 new and used MINIs sold.