Objective
Objectives included continuing to build awareness of Mandela Day, not just in South Africa but globally; providing a Call to Action for people everywhere to take responsibility for changing the world one step at a time; creating a campaign that will help spread the cause and its objectives; highlighting the difficulties and struggles faced by freedom fighters like Nelson Mandela during apartheid by telling his story in a language that is inspiring.
Objectives included continuing to build awareness of Mandela Day, not just in South Africa but globally; providing a Call to Action for people everywhere to take responsibility for changing the world one step at a time; creating a campaign that will help spread the cause and its objectives; highlighting the difficulties and struggles faced by freedom fighters like Nelson Mandela during apartheid by telling his story in a language that is inspiring.
Solution
The campaign was built on top of a strong mobile solution, taking viewers through Nelson Mandela’s life via social media, using the latest creative technology, a simple yet engaging 4.30 minute tribute was created. With social media language as the story hero, animation and emotionally charged copy and images were the drivers behind the production. Users were also able to leave their name to be included in tribute images created.
Results
Within 24 hours of being live the tribute had been viewed in excess of 43 000 times across 110 countries and to date has been viewed over 100 000 times. It was featured, ranked and shared as a top trending article on expert sites including Mashable.com, CNN.com and Gawker.com. The social media presence was also commendable, being tweeted by the likes of UNICEF, the US Embassy to South Africa and celebrities. The campaign has been officially played on more than four television broadcast channels including ITN (UK). It generated an advertising value equivalent of nearly R5 000 000 reaching more than 20 million people. see more at: www.mandelastory.com
4 Silver Davey Awards:
Mobile Marketing - Charitable Organisations/Non-Profit, Online Film and Video - Public Service and Activism, Online Advertising and Marketing - Viral Marketing, Online Advertising and Marketing Social Media
1 Silver Smartie/MMA Award:
Social Impact / Not For Profit
1 Gold Africa Com Award:
Best Marketing Campaign
3 Bookmark Awards:
Social Media Campaigns, Online Video, Government, Public Service and Civil Society Sites
Mobile Marketing - Charitable Organisations/Non-Profit, Online Film and Video - Public Service and Activism, Online Advertising and Marketing - Viral Marketing, Online Advertising and Marketing Social Media
1 Silver Smartie/MMA Award:
Social Impact / Not For Profit
1 Gold Africa Com Award:
Best Marketing Campaign
3 Bookmark Awards:
Social Media Campaigns, Online Video, Government, Public Service and Civil Society Sites
