downloads on first week of launch
people watched the Facebook live launch event
downloaded app 2 weeks after launch
reach against targeted 80%
About the campaign
The Government of Ghana had an ambitious goal to divide every plot of land in Ghana into sections and give each a unique digital address in order to rectify the sad state of the local addressing system.
Vizeum Ghana adopts the once popular Kid’s game, ‘Jack Where are you’ – a game of hide and seek which concept speaks to the core of our bad addressing system and the inability to find people and places easily.
The campaign got a lot of traction for its simplicity and innovation of ad placements
Government of Ghana mandated the Ghana Post Company Limited to champion the National Digital property addressing system. Ghana Post at the time was seen as an old and inefficient government institution, just for posting letters. It had lost trust with the people.
As a result, there was very low awareness of other services they provide, and business was going to competition such as FedEx and DHL who were seen as more progressive and efficient. Ghana Post needed to change this perception plus introduce their latest innovation, the GhanaPostGPS - the National Digital Addressing System App, the one thing that would rebuild trust and help it to win in the E-commerce delivery space.
The idea of digital addressing system is still novel in Ghana. People have not come to terms yet with a good addressing system in Ghana not to talk of going into digital addressing system. With smartphone adoption at 27% and mobile internet penetration at 45% (Oct. 2017 GSM Association report) we needed these connected audience to accept it quickly and become the advocates to driving a new smart economy.
The strategy employed was disruption to bring the problem to the fore, then we drove awareness of the solution, educated for understanding, all through a 360 degree campaign using a popular Kid’s game, ‘Jack Where are you’, to bring the pain points to life.
We engineered conversations using 3 of the most popular morning show hosts/personalities on major electronic networks with national appeal. Their task was to bring up the pain points of poor addressing in Ghana, it’s effects and then the benefits of a robust and accurate addressing system. Conversations were across radio, TV and onto Social Media. Our teaser campaign was a smart use a kids game of tag locally known as “Jack, Where are you”. This brought our problem and pain points to life.
We had cut-outs of a character looking for ‘Jack’ at every major intersection in Accra and in Kumasi. He was on TV at prime time, online, radio and in the newspapers. #Jackwhereareyou trended with comments and speculations rife among Ghanaians driven by online influencers. At the height of the buzz we launched GhanaPostGPS transmitting on Facebook Live on the “Jack Whereare you” Facebook page. The next day we rolled out with main campaign to create awareness, educate and drive downloads of the app.
- Over 170,000 downloads on the first week of the launch
- #DigitalAddressSystem trended in the week of launch
- Over 330,000 watched the Facebook live launch event
- No. 1 downloaded app 2 weeks after the launch
- Over 350,000 downloads end campaign vs target 300,000
- 82% reach vs target 80%
- 3.8 million address searches through the app
- Increased revenue from 7 % to 20% end 2017
2018 Awards Won
Cristal Awards | Gold Grand Crystal | Integrated Campaign
Cristal Awards | Bronze | African Culture
“There is growing interest in the business community about the use of the digital addressing system, GhanaPostGPS. On my desk, are a number of applications from service providers to share API details so that they can start communicating with our system and verify the validity of digital addresses.”James Kwofie Ag. Managing Director Ghana Post Company Limited
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
John Brown Media SA: #justcookathomesa
Online Video Food Channel
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.
FoxP2 SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, FoxP2 created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festive season
FoxP2 SA: Wimpy's Gogo Zoom Call
The campaign aims to position Wimpy in the minds of the consumer not just as a sit-down restaurant but also as take away and delivery offering. It builds on an existing well-loved story of the b...
FoxP2 SA: 1st for Women Fearless campaign
Fear is part of life, and it has its uses. BUT it should never dominate or hold us back.
With the tangible and emotional support of 1st for Women's (FFW) products and inspiration, women ...
FoxP2 SA: Wimpy Grill Up Fill Up Promotion
By tapping into rich cultural and societal insights, a traditional burger and breakfast joint strongly associated with older white consumers sold an unprecedented number of grills to an emergin...
FoxP2 SA: ER24 ‘Save a Number’
To get people to save the ER24 contact number we conceptualised a campaign around the idea of someone talking to you from within your phone. This ‘someone’ was a random contact we suggested be r...
FoxP2 SA: 1st for Women 16 Days of Light
Gender-Based Violence is a dark subject. For 16 days, we brought it into the light, projecting tributes in light onto some of the darkest places in South Africa - the actual locations of femicid...
Budweiser – King’s Stitch
Creating a platform to encourage young people ditch societal stereotypes and find their voice amidst society’s confinement.
Dare Create Nigeria: Lucozade Masterbrand Campaign
Reshaping the Lucozade brand narrative through a 360-Campaign
Vizeum SA: Indiefin Mullets
In the competitive, low interest category of life insurance, attracting leads is very expensive. Our disruptive campaign had to stand out and differentiate, promoting a new brand that held no br...
Carat SA: Guinness Rio Ferdinand Live Billboard
A collaborative effort between Carat SSA, Carat Kenya and Diaego, we were able to use our media expertise and access to world class technology to pull off a first in Africa OOH experience – surp...
Vizeum Nigeria: Budweiser-Kings of Football
Integrated marketing campaign to connect with Footballs Fans in Nigeria
Isobar Nigeria: Banter Better with Coca-Cola
We introduced the campaign by posting creatives that teased the highs and lows of iconic up Premier League clubs to engage their fans.
Vizeum SA: Carling Black Label Cup
CBL introduced this unique football spectacle to give fans an unprecedented opportunity to directly influence one of the biggest football rivalries ahead of the upcoming football season
Carat SA: Engen Design 35 Spaza Branding
Engen brands spaza shops to give a platform to aspiring young artists
Isobar Kenya: ICEA LION’s Back Your Future
Building a microsite that connects the Kenyan youth to tailored financial content to back their future.
John Brown Media South Africa: MINI Creative Club
The objective of this campaign was to reach 2,018 sales target for MINI Clubman by generating at least 3 438 leads and introducing a new customer base to MINI Clubman in an innovative way