PEP Stores: Kids – wishing the world well

The South African clothing retailer PEP responded to coronavirus lockdowns with a campaign that used the creativity of children to offer hope and maintain relevance, adapting its marketing strategy in the process and boosting post-lockdown trading.

Campaign Details

Brand: PEP Stores South AfricaLead Agency: OgilvyRegion: EMEA

Strategy

Objective

The COVID-19 pandemic coupled with the onset of hard lockdown created fear and uncertainty amongst South Africans from all backgrounds. For brands and marketers, it meant that planned media had to be re-looked. As South Africa's largest clothing retailer, PEP, stays top of mind with their target audiences via a significant volume of paid media each month. And at a time when most brands opted to pause or cancel their media, PEP made the bold decision to keep their media investment and use...

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