HALLS wanted a campaign that landed their new positioning from a medicinal throat lozenge into an invigorating everyday candy their consumers can enjoy. Working with Saatchi & Saatchi, Techsys was challenged to find a way to insert HALLS into the everyday lives of their key audience: South African millennials.
South African millennials are an entrepreneurial generation that is driven by creating, owning and sharing moments and stories and that is how the #OwnTheMoment campaign was born.
The audience was invited to share their moments with HALLS: from the last-minute exam cram to the afternoon traffic carpool karaoke. Moments were shared through geo-targeting and curated online at a dedicated microsite.
By sharing their moments on social media, participants stood a chance to win R250,000 in a Grand Prize draw and select submissions were brought to life as billboard installations in the exact spot where they happened.
The campaign microsite pulled in a whopping 32,680 visitors over a ten-week period. A total of 7732 moments were created, 3487 of which were shared on social media.
HALLS was delighted with the results and believes the campaign succeeded because of its relevance with the target audience.
Techsys Digital sees participation as the key to cracking millennials. By allowing millennials to share their unique perspectives and integrating themselves into the brand story, you speak their love language!