Over the years, South Africa has experienced many controversial changes. On the other hand, Mrs. Ball’s Chutney, a favourite local condiment, has stayed the same since 1856. The brief was to generate maximum talkability by reminding people of how uncompromising Mrs. Ball’s is, with a budget of R500 000.
The goal was to get people worked up over the idea of needless change by changing something for no reason. So we invented the National Skirt Extension Project, an organization demanding that all ladies’ toilet signs be replaced with a longer skirt. We placed governmental-looking ads in the Sunday papers, issued press packs to the media, set up a frustratingly poor call centre and website, ran official-sounding radio ads and erected street pole posters along major routes. When word had spread and frustration was at its peak, we came out and said: Mrs. Ball’s agrees, change for the sake of change is silly, which is why we haven’t changed our chutney in over 150 years.
The story made national news, appeared in newspapers, radio and television reports, on hundreds of blogs and around dinner tables across the country. The campaign received an unparalleled response, successfully reinforcing the idea that, when it comes to Mrs. Ball’s, nobody changes our chutney.
The campaign was an enormous success in terms of word-of-mouth and cost-effectiveness. In just two weeks:
Sales - doubled during the period of the promotion
Website and Search Engine SEO – 372000 hits
Call Centre – 6000+ calls
Click-throughs – 5.8%
Petition - 10% response
Blog Posts – Hundreds
Viral Videos – 30000+ views
Solicited Leads - 129030
Unsolicited Leads – 403000+
Unsolicited Media – R3.5 million
Cost Per Reach – 1000 times less than the norm
How do you get people not just to understand oil, but to love it? The brief was to develop a campaign to educate mechanics, counter staff and the public on what makes Castrol a premium brand, leaving them wanting and able to promote Castrol and its benefits to the end user.
We all tend to switch off during lectures. So, to be successful, we needed to make Castrol oil sexy, inspiring and, most of all, exciting.
To create the sort of buzz and memorability the client needed, we developed a mobile 3D projection-mapping cinema – a multimedia experience on wheels. By installing a screen with cinema-style racing seats in the back of a truck, we could use this space to deliver mind-blowing 3D visuals and surround sound, incorporating Castrol’s library of racing footage while demonstrating the product benefits in a highly impactful way. The roadshow has been travelling Africa in convoy with a team of high-performance support vehicles, good-looking promoters and racing simulators – visiting stores, malls, events, track days, forecourts and festivals in an ongoing quest to bring excitement back to oil.
As the roadshow continues its journey across Africa, the results continue to pour in:
Sales - increased by 17% in 172 days
Staff Trained - 15191 and counting
Distance Covered - 65950km and counting
Activations - 399 and counting