The Brief:
Woolworths approached us to create engaging social media for the RE: clothing brand that could run alongside its television commercial campaign for winter.
What we did:
The RE: brand is closely aligned with rock music. So we conceptualised a competition that would take the 5 most deserving music fans on the road trip of a lifetime, culminating at the biggest live music festival in the country, Oppikoppi.
After conducting live interviews with excited entrants in live music haunts and venues in major cities (Cape Town, Pretoria and Johannesburg), we introduced the RE: road trippers through video and social media.
The road trip kicked off and Woolworths fans and followers were updated in real time with photos, posts, tweets and web updates.
A show reel captured all the thrilling moments from the road trip, including a brief stop at the infamous Ronnie’s Sex Shop, traditional African cabaret in Oudshoorn, the zip lining canopy tour in Knysna forest, sand boarding in sunny Jeffreys Bay, experiencing snow (some for the first time) in Clarence, Freestate and ending it all off with a weekend of great local music at the Oppikoppi Music Festival.
The results:
The winners’ photo diary and social updates received plenty of interaction on social networks with numerous comments, likes and shares, while the #REroadtrip hashtag kept the conversation flowing on Twitter.