Campaign details

Brand: South African Tourism
Lead agency: AdColony & The Mediashop
Region: EMEA

Strategy

Objective

South African Tourism collaborated with AdColony for its mass reaching environment (north of 16 Million Unique Users into Africa), as well as their in house creative resource, and best in class technology capability, to create an impactful, interactive, educational & engaging mobile experience for their South African Tourism Campaign. The objective of the campaign was to deliver a completed 30 sec video, to drive awareness and emotional connection with the brand, with the end goal of South Africa being considered as a preferred travel destination. South Africa Tourism wanted to use Video to drive overall brand awareness, and use engaging / interactive technology to drive further time with the brand to allow for education around key travel passion points. The objective was to ensure effective mass reach (of their defined targeted audience), brand awareness (through completed video views), education & desire (driven through Interactive technology / interactive ad unit) and engagement (to understand interest and intent (measured through engagement rates). An additional key objective for South African Tourism (beyond reach for Awareness) was to gauge positivity towards South Africa as a travel measured using 3rd Party Nielsen's research).