Etiket's digital campaign "Die LAPA Hoofkarakter-soektog" a first for the country

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Full service advertising agency, Etiket's digital campaign Die LAPA Hoofkarakter-soektog (Main Character search) for publisher LAPA has yielded impressive results with almost 1 000 South Africans participating in what is undoubtedly a first for the country.

Indicative of its success Die LAPA Hoofkarakter-soektog has also been nominated for two Pendoring Awards for the categories: Internet, mobile and interactive communication; as well as Integrated Digital Campaign. The Pendoring nominations were announced on Tuesday (28 August 2012).

The winner of Die LAPA Hoofkarakter-soektog - to be announced in September 2012 - will emerge as a fictitious main character in Leon van Nierop's book, Snydokter (plastic surgeon) with his or her life forming a crucial part of the storyline; art imitating life therefore.

Etiket was tasked with creating awareness and driving visitors to LAPA's website; therefore establishing it as a site with some serious "cyber cred". The solution was an interactive book experience that emerges the participants deeply into the storyline and the winner ultimately becoming one of the main characters.

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Die LAPA Hoofkarakter-soektog campaign was rolled out using only digital mediums such as an interactive online website which featured 20 tasks that tested participants' investigative skills.

However, the website was only the start and users had to engage with virtual investigative reporter Xander Stroewig via Facebook while completing complex tasks that included communication with the ex-fiance of the book's protagonist, Renzo Hattingh via e-mail, monitoring online surveillance via Youtube and looking for clues on the LAPA website to name a few.

"The campaign was an amazing challenge as we had to create awareness around LAPA's website, ultimately getting people to frequent it regularly. What it has shown is that South Africans truly enjoy interacting and participating in a dynamic, fun environment which incorporates everyday social mediums such as Facebook. We couldn't be happier with the results and to be nominated for two Pendoring Awards is the icing on the cake," says Tiaan Ras, Strategic Relationship Director at Etiket.

"Die LAPA Hoofkarakter-soektog is an exciting project that bring together the writer, readers, the story and the publisher in a creative and unique manner. It is creative elixir for the marketing of books," comments LAPA.

Die Hoofkarakter-soektog also enjoyed media coverage which added to the awareness and excitement around the search. Coverage included Beeld, Die Burger, Rapport, Vrouekeur and Jacaranda FM's breakfast show.

Whilst entry for the competition has closed, Xander Stroewig is still interacting with participants on a daily basis via his Facebook page. The five finalists will be announced very soon.