A team of Engineering Students from CPUT built a Formula 1 car and were off to compete against other universities at the famous Silverstone track.
To raise awareness and support, we created an Integrated Campaign that turned the students and our client into "Champions of Engineering".
We began by taking portraits of each student and combining them with Formula 1 track designs to create a range of campaign imagery. These were then used as posters, banners, Champagne bottle labels
and even their own trump cards.
An example of the trump cards
The Press Pack we distributed at the media launch
Whenever someone tweeted a message of support using #CapeSpeed, the tweet-powered Scalextric car did one lap around the track.
The Tweet-Actived Model Replica Of Silverstone
We set up our track in a shopping mall over the South African schools Easter break - an incredibly busy time and bustling with teenagers and their parents, exactly the people we wanted to impress
Promoters were armed with iPads to prompt play at South Africa's busiest shopping mall - Century City.
7000 people played, an estimated 100 000 were exposed to the campaign live over two days.
Here you could programme your own lap and watch it play out online via live streaming video.
Screens were put up to display the current lap driver and their message of support.
Credits:
Agency: Saatchi & Saatchi / atPlay
Creative Director: Gavin Whitfield
Copywriter: Alex Goldberg
Art Director: Gareth Cohen
Executive Digital Creative Director: Alan Kent
Digital Creative Director: Alan Cronje
Social Media: Murray Turner
PR: Tin Can
Awards:
Bronze Bookmark Awards 2013
