Campaign Overview
Kiwi, one of South Africa’s most trusted brands, wanted to launch their new Takkie Brite Range, a selection of sneaker cleaning products, into the emerging market. We needed to find a way to create product awareness and change consumers existing takkie cleaning habits, which included washing their shoes with everyday household detergents.
To change these habits, we decided to create an entirely new industry. Based on the idea of traditional shoe shine stations, we se up "takkie" washing stations in major taxi ranks in the Gauteng region. The stations provided a one-stop convenience service for the millions of commuters travelling through the ranks every day making the brand synonymous with shoe washing.
To launch the stations, we ran a nationwide search for South Africa'sfirst Takkie Brite Bozzas ("bozza" meaning "boss"). From thousands of applicants, we selected our Bozzas who were trained and then put in charge of their own wash stations. The Bozzas took home a monthly salary as well as any profits made at their stations. At the end of the campaign period the Bozza who had made the most profit was also awarded a bursary to study business management at one of the leading business training institutions.
Awards
Loerie Awards, Ubuntu Award for Sustainable Marketing Bronze
PRISM Awards, Consumer PR for existing product Gold
