all media impressions (total)
unique website visits
click through's to site
About the campaign
We partnered with 10 talented local South African musicians to recreate a 2 Minute Shower Song version of their hits: the perfect length for a water wise shower.
The idea was to play the song whilst you shower. When it’s done, so are you. We also aimed to highlight key water saving tips to further drive down usage. Sanlam has always been associated with WWF, and so there was a prolific synergy between the City’s need and this initiative.
Through partnering with two local radio stations, we secured the morning drive DJs to endorse the campaign. Here we encouraged listeners to send in voice notes with their best version of a 2 Minute Shower Song.
Radio interviews with musicians, highlighting their songs and commitment to the cause generated vast on air exposure. The tracks generated significant airplay.
Activity played out on radio social platforms (Facebook / Twitter / Instagram), radio websites and DJs personal social pages.
Outdoor sites communicated the 2 Minute Shower Songs message: locally at the Cape Town airport - for all arriving visitors, as well as in the biggest city, Johannesburg, to educate the mass exodus of visitors out of Johannesburg who travel to Cape Town over the festive season.
Local papers ran full page newspaper ads highlighting top artist involvement, and consumer magazines were used to create broader national awareness of the crisis.
A strong social campaign on Facebook, Twitter and Instagram drove awareness, and song downloads on iTunes or Google Play.
- Create national and international awareness.
- Generate public interest.
- Encourage consumers to actively partake.
- Generate a positive return on investment
Other agencies involved: The King James Group and Incubeta
In a drought conscious and water saving effort, the Western Cape Government recommended showers be limited to 2 minutes or less in this very critical period.
No brand was yet leading the conversation on responsible water use in South Africa. We wanted to be one of the first corporate's to ”answer the call” from the City to support the cause, especially as we headed into peak summer and tourist season.
We needed to provide a practical tool as the City called on the public to reduce consumption as the most critical intervention.
- Real insight: The campaign was based on a factual and topical social issue with a valuable message to be shared and implemented by the community: an actionable manner to reduce individual water consumption.
- Human Behavior: South Africans love music; it's entrenched in our culture – we are a nation of singers and we love to sing in the shower.
- Authenticity: The brands’ long standing focus on, and commitment to water security and conservation provided immediate credibility.
- Credibility: Partnering with the City and CT Tourism worked well to add further credibility and increased media interest.
- Positivity: The upbeat approach and interactivity factor immediately cut through the ‘doom and gloom’ clutter and negativity around the water crisis.
- Proactiveness: Rather than fuelling the panic, it provided the public with a simple yet potentially powerful tool to make a difference – allowed easy action for ordinary residents to adopt in their day-to-day.
- Scope: Involving local musicians from a plethora of genres and securing local radio DJ endorsements, led to broader shareability and talkability, on radio, in social and from a PR front on morning lifestyle TV and national radio.
This was the best performing campaign from Sanlam in the past 3 years, specific to exposure and value generated.
Most importantly; this campaign represented a starting point in changing human behaviour; by highlighting the impending water crisis, by guiding users to be more water conscious and by empowering them with a powerful tool and advice to make a difference.
- Total all media impressions: 147 million+ (POE)
- Total video views: 1.6 million+
- Unique website visits: 22,694
- Total volume of engagement: 1.7 million +
- Click throughs to site: 145,000+
- CPE: R0.30
- AVE: R6 612 000
- Music Consumptions: 7,800+
- Media nett saving: 46%
2017 Awards Won
DAN Innovation Awards | Bronze | Creativity that Connects
2018 Awards Won
Amasa Awards | Gold | Best Integrated: Financial
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
Vizeum Ghana: Ghana Post ‘Jack Where Are you’
Living Smart and Enabling easier location find through Ghana Post’s digital address app
Isobar Kenya: ICEA LION You’re covered in any language
Delivering travel insurance at the click of a button through a series of misadventure
Create Mozambique: 2M Number 1
2M genuinely retributed the fans love in the voice using local influencers