Fitch and Leedes state that their brand was “founded on the principle that each tonic and mixer should act as an understudy to greatness, pushing the spirit to the centre stage”. However, this places them in the position of “being an afterthought” to the spirit it’s accompanying. People forget to buy tonics and mixers because it’s seen as an afterthought (a sidekick almost) to the spirit; something they only remember to buy last minute, usually once they’ve had a drink or two, which increases the chances of car accidents.
This transmedia campaign promotes Fitch and Leedes as a brand that should not be forgotten, but rather placed at the same level of greatness as the spirit it’s accompanying, in order to increase brand awareness and decrease the number of drunk drivers on the road, because “you can’t have a pioneering spirit without a tonic to match”.
Campaign Billboard
Campaign Billboard - mock-up
Fitch and Leedes is a proudly South African brand, therefore, the campaign will run during the month of September when South African’s are preparing for Heritage Day (Braaiday)– on the 24th. The campaign billboard serves as a reminder for drivers to pick Fitch and Leedes up on their way home from work, or to the shops, or to a braai. This is to decrease the chances that the target market will need to drive back to the shops once they’ve already had a drink.
The campaign posters serve the same purpose; however, these are situated around the entrances or exits of shops that sell Fitch and Leedes. The posters remind customers to buy Fitch and Leedes while they’re inside the store. The posters also direct viewers to the brand’s website via a QR code.
Campaign Instagram advertisements
Campaign Instagram Advertisement 01
Campaign Instagram Advertisement 02
Campaign Instagram Advertisement 03
Short, animated Instagram advertisements depict the scenarios of each correlating poster and encourage viewers to buy Fitch and Leedes online and stock up for Braaiday.
Campaign Youtube Short Film - The Tale of Two Merchants - Mock-up
Campaign Youtube Short Film - The Tale of Two Merchants
The Youtube video short film serves as an extended (twisted) narrative of the original Fitch and Leedes story and introduces all the characters which are used throughout the rest of the transmedia campaign.
In the video’s description on the Youtube channel, viewers are directed to the Fitch and Leedes online store webpage.
Throughout the campaign, the hashtags #Arrivealive and #Takemehome are used. Viewers can use these hashtags when sharing the videos, and they are also used to make the campaign more recognisable.
The campaign targets an audience ranging from 21 to 38, who prefer more intimate gatherings with friends or family and love to braai. These individuals are discerning, yet forgetful. They have a taste for adventure, the exotic, and risks, but sometimes take those risks at the expense of their own and others’ lives. The campaign is illustrated in an exciting, flowy, fantasy like style which relates to the brands fun, adventurous, explorer archetype and attracts attention whilst also giving off slight undertones of seriousness.
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