Anglo American has deep roots in South Africa. To celebrate 25 years of South African democracy, it took the opportunity to highlight its commitment to the country and the communities in which it operates. ByDesign Communications worked with City Press to create a multi-platform, content-driven, editorial campaign for Anglo American to connect with its diverse audiences across multiple Media24 brands. ‘25 Reasons to Believe in South Africa’ was an editorial-driven collaboration that showed how Anglo American is paving the way for an optimistic future by investing in the next generation of South Africans.
For football clubs, their kit launch is one of the highlights of the year. To make the 2019 Orlando Pirates kit launch stand out, we turned an event into an experience – creating a visceral connection with the brand by letting media and influencers experience the kit in the same way the players do: pulling on the shirt in the locker room, walking onto the Orlando Stadium pitch, and playing some football. The results? We sold all the new Pirates shirts in 4 days. We got media and fans talking. Mostly, we made people engage and feel good about, Orlando Pirates.
South Africans have increasingly become targets of sophisticated global cybercriminals. In 2018, at the outset of the campaign’s start, cybersecurity awareness was low – businesses and consumers were ill-prepared for cyberattacks. To raise cybersecurity awareness among businesses and consumers, Mimecast, a global cybersecurity company founded in 2003 by two South Africans and now listed on the NASDAQ, launched an education and awareness campaign. The 12-month campaign rapidly raised Mimecast’s profile in SA among businesses, consumers and media. Cybersecurity has become a standard media reporting theme, and the awareness of cyber risks is improving.
For more than 100 years, TransUnion was the go-to source of people’s credit records for banks and insurers, providing an invaluable service to the South African public. Meanwhile, South Africans thought TransUnion was the organisation that blacklists you. Clearly, a brand repositioning exercise was necessary. TransUnion asked itself: in an age of Big Data, how can we use this information to improve people’s lives? We needed South Africans to believe that TransUnion was more, used data differently and played a critical role in enabling people’s lives and dreams. And so, the ‘Information for Good’ campaign was born.
‘Woohoo, I’ve got short-term insurance!’ said no-one. Ever. Indeed, insurance is one of the great grudge purchases. But insurer King Price wants to change that. Founded seven years ago on the belief that there must be a better way of doing insurance, it’s been disrupting the market ever since. To grow brand awareness and market share, we created a campaign to highlight the notion that King Price cares deeply, and makes sense in a world where a lot of things don’t. The media loved it. The market loved it more: the company grew 40% last year. Makes sense to us.
- 18th Jul 2020
Fibrodyslpasia Ossificans Progressiva (FOP) is an ultra-rare medical condition that turns muscle, ligament and tissue into bone. Those born with it are referred to as living statues, or ‘Tin Soldiers’. A locally produced film of the same name was funded by NGO The Tin Soldiers, produced by Blink Pictures and premiered at the Jozi Film Festival in October 2019. Its message: To shine a light on FOP victims and their hunt for a cure. Globally: 900 diagnosed. Statistically: 4000 unfound. It was a simple brief, on a shoestring: media exposure for the movie. It became far more.