JIVE: 5 seconds of funny

With the subtle use of YouTube pre-roll, Jive, a South African drinks manufacturer, repurposed a cancelled local comedy festival on YouTube and social channels during the coronavirus pandemic.

Campaign Details

Brand: JIVELead Agency: Mark1Region: EMEA

Strategy

Objective

Generate awareness, evoke participation and drive sales across the Jive range.

Target Audience

Primary: Residents of Cape Town who have previously attended or wanted to attend the Jive Funny Festival. Secondary: Fans of Jive who would be looking for entertainment during lockdown. Tertiary: All South Africans who are looking for a little bit of comic relief during the unprecedented times- hoping that the brand association will be enough for them to try Jive when they visit the Western Cape. (Jive is only sold in W Cape)....

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