Not
only does EXP South Africa manage a hugely successful sponsorship division, but
we also implement impressive smaller scale brand activations, such as the one
done for KIWI- the iconic shoe polish brand- on behalf of SC Johnson South
Africa.
In
order to drive top-of-mind awareness of the KIWI brand in school children
across South Africa, EXP created a campaign based on the emotional insight that
kids feel more motivated to excel in school when they polish their school
shoes.
The campaign was implemented at various Primary
Schools across the nine provinces in South Africa and was centered around a
competition where learners had to motivate what their dream career would be.
Learners
in Grade 1-5 were tasked with either drawing a picture or writing an essay
describing their dream career. Winners from each section were selected and
rewarded by an exciting field trip for them and seven of their friends, sponsored
by KIWI.
All in all, EXP managed and delivered a great
campaign- from the strategy and planning to the implementation and selecting of
the winners- all in all cementing brand love and consideration for KIWI in the
minds of some of its most important consumers.
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