McCann Johannesburg was recently appointed by KAUAI to launch its new digital campaign between now and March 2014; this is the digital agency's first win. The campaign will see the agency build brand perceptions, increase visibility, and drive engagement by providing a compelling digital experience for consumers.
McCann's cleverly crafted campaign aims to develop conversation around the brand and Burt Waikiki - the fictional central character of the campaign. The key message is 'live the KAUAI life' and Burt Waikiki - an island native - shows us how we too can live this alluring lifestyle.
The campaign incorporates social media, content creation, and publicity generation. Using platforms such as Facebook and Twitter, McCann is driving brand messaging for the wholesome fast-food brand. Another compelling aspect of the campaign are the daily prizes that are given away via in-store promotions. Besides the usual product vouchers, KAUAI has shaken things up with prizes like smoothie-makers, Havaianas, Oakley Sunglasses, and Total Sports vouchers. A grand prize will be given to one lucky winner, and their partner, who will get to visit the source of the brand's inspiration - the island of Kauai on a seven day cruise. The prize also includes a helicopter flip of the island.
Clyde Mallon, general manager of digital at McCann Johannesburg, says, "Working with such an inspiring brand has been a lot of fun. The timing of the 'Live the KAUAI Life' campaign - as South Africans head for the beach - has been spot on. We're certain that we will pick up a lot of organic traffic across all the platforms, which will go the distance to increase brand awareness."
Burt was personally introduced to the media at events in Johannesburg and Cape Town, where the 'Guru of Goodness' was an instant hit. Setting aside his good looks and island charm, he is the ultimate brand ambassador, teaching consumers how to enjoy a healthier lifestyle by making good food choices.
"KAUAI is a fresh, current and relevant brand that is well-loved by all its consumers and we believe our campaign has hit all the right buttons with our target market," concludes Mallon.
Leanne Jefferies, marketing manager of KAUAI, says, "When we wanted to reinvigorate our brand and cut through all clutter, not just digital, we turned to the experts. McCann assisted us in conceptualising a campaign to reach our online audience. In the world of digital it's all about developing content that people want to share and engage with, and we believe that we have the right partner in McCann. Collectively we have developed a character that will resonate with our target audience and create conversation both online and offline. Our hope is that everyone will be talking about Burt this summer!"
Inspiring island life is KAUAI’s Burt Waikiki, who advocates finding the healthy balance between mind, body and soul.
McCann Johannesburg is the flagship and largest office on the African continent within the McCann Erickson Worldwide group. Globally, it is one of the world's largest advertising agency networks, with operations in over 110 countries and a client roster that includes pre-eminent global marketers and many of the world's most famous and well-loved brands. The agency is a unit of McCann Worldgroup, a leading global marketing solutions network, comprised of a collaborative list of best-in-class agencies that emphasises creativity, innovation and performance.
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