Halls is the mentholated sweet that helps you breathe deep and make your move. We were briefed to create an integrated campaign promoting this new positioning.
We created a campaign that gave regular South Africans the chance to breathe deep and make their move. We came up with a range of opportunities for people to grab, created several online platforms to house them and an online video and TV ad to encourage them. All South Africa had to do was breathe deep, make their move and grab life by the Halls. In this way, the campaign would bring Halls’ new positioning to life.
THE ONLINE VIDEO & TV AD
Before we launched the online opportunity portal, we needed to launch Halls’ new positioning. So, we created a 2 minute online video and a 60 second TV ad featuring Kimmie – a regular office worker with a big dream. Her goal was to become a rapper. All she needed was to breathe deep and make her move.
Once Kimmie had made her move, we gave South Africa a chance to do the same. Hallsbreathedeep.co.za presented people with a range of opportunities, which we updated each week. Some opportunities were serious, some a little more fun. But each opportunity encouraged visitors to breathe deep and make their move.
The site itself poked fun at group buying sites – such as Groupon. Each deal had a time limit, encouraging people to make their move before it was too late.
CUSTOM FACEBOOK TAB
The custom Facebook Tab offered the same functionality and opportunities as the microsite, but from within Facebook. The deals also provided us with a large amount of content to grow the fan base.
A mobisite was also created, available on feature and smart phone, as well as a tablet friendly version. Again, it presented visitors with the same offers and functionality as the microsite.
To reach every South African, we created a portal on SA’s most popular platform, MxIt. People could browse through the opportunities, breathe deep and grab their favourite.
We created banner ads for both desktop and mobile, as well as deal specific splash screens within MxIt. Every media placement was considered, making the right deals relevant to the right users at the right time.
Klein Kimmie’s online video has received over 376 000 views. Halls’ new Facebook Page went from zero Likes at the beginning of the campaign, to over 4721 Likes once the campaign had ended. The online components contributed to a 223% increase. We generated R7 478 592 worth of earned media. The MxIt base grew from zero to 42 472 people in less than 2 months with 4.8 million page views. And we established Halls’ positioning as the mentholated sweet that helps you make your move.
Ogilvy & Mather Cape Town
Chris Gotz: Executive Creative Director
Nicholas Wittenberg: Creative Director
Justin Enderstein: Art Director
Cuanan Cronwright: Copywriter
Martine Hazell: Art Director
Alex Holmes: Copywriter
Andrew Pullen: Motion Designer
Kurt Paulse: Producer
Umar Jakoet: Head of Development
Garth Majiet: Developer
Adrian Varkel: Managing Partner
The Bookmark Awards: Gold Online Video
The Bookmark Awards Shortlist: Integrated Digital Marketing
Creative Circle Digital Ad of the Month