The client’s ‘Who’s billboard is it anyway’ was inspired by the successful tongue-in-cheek outdoor billboard campaign seen on major highways in Johannesburg and Cape Town. The popularity from the sassy tone of billboard lines evolved into an internet campaign which Techsys built, where anyone could try their hand at copy writing. Entrants could submit their idea of a great billboard line and standing a chance to win R1000 or better yet have their line used for the outdoor billboard campaign!
It was vital to translate the success of the billboards into a digital medium allowing consumers to engage with the brand in an interactive and playful way that rewarded them for their time.
The simple process of submitting a billboard also allows the consumer to forward to a friend or post your billboard onto Facebook to attract votes. New social media platforms such as Facebook and Twitter have proven themselves as excellent avenues to innovate and grow the brand of American Swiss. The added benefit to using these platforms is the vast research possibilities into specific groups of people, cultivating a greater drive into new possibilities of advertising and marketing.
After just two days of launching, a whopping 41,215 people had interacted with the site, which went on to exceed our wildest expectations. This campaign also won 567 Cape Talk's "ad campaign of the week" for it's innovation.