HUNTER'S EASTER CAMPAIGN
CAMPAIGN OBJECTIVES
Increase market love and mine data insights for the relevant market on the leading variants: Dry & Gold. Entrench the brand essence ‘always original’ and the creative platform ‘refresh the rules’. Position Hunter’s as a young and vibrant brand
that celebrates youth culture.
STRATEGIC PLATFORM
Unplug and refresh. The counter-play of unplug and refresh subverts the toxic hustle mentality in a fun and culturally relevant way
THE INSIGHT
The creative job to be done was to translate this non-consumer facing strategy into a digital, social and radio campaign that resonates with a generation that suffers from grind fatigue. Who are surrounded by narrative such as ‘We all have 24hrs, Money never sleeps…plus the quest to attain that illusive bag’. The game that is life feels like an endless maze with no escape and room for a little joy and freedom for them.
Hunter's keeping to its Brand idea adapted it to REFRESH THE RULES OF iGRIND and unexpectedly create a playground that allows and inspires elective disconnection from pretentious overgrind.
THE KEY VISUAL
ANIMATED FILMS
These are the AV version of what happens when one allows the Over-Grinder in them win. Using different exaggerated POVs to illustrate a situation that escalated way too fast and way too far because the main character simply failed to cima.
RADIO
We thought what if we could interrupt the overgrind and let people cima in real time?
So we executed a PR/Media led radio solution vs a traditional Radio ad. This begun on social media where users were prompted by radio station [5FM, YFM, GagasiFM and GoodhopeFM] and personality accounts tagging Hunter’s with mentions of their over-grinder friends.
“We all know an over-grinder in our lives. The Guy who just does too much. Umsebenzi, Gym, Socials nje. Tag them, we just wanna see something nyana. We are refreshing the rules of iGrind, re le batla one by one.”
DIGITAL MEDIA
We extended the campaign digitally to ensure we reach everyone in ways that matter to them. So in collaboration with Digi-Tech and Media companies created digital banners, functional floating buttons, digital chat-bots, emoji-engine optimisation and used relevant spaces such as Eskom-se-Push app. All post drove the relevant traffic to either our 3 animated films or the iGrind game.
GIFS
Digital Banners
To further pursue the most refreshed and balanced way of life we gave away Uber vouchers over the public holidays to alleviate traffic and travel fatigue. This was extended to the ComicCon partnership where the ticket winners were also gifted Uber vouchers to ensure they cima properly.
The campaign closed with a solid press release that encapsulates Opting out of iovergrind and Hunter's place in that.
Copywriter: Pula Simango
Art Director: Neo Koto
Digital Designer: Nozuko Fini
Produced at Grey
