For the second year running, below-the-line agency 34Woman ensured there was no doubt about who the main sponsor of the Clover Aardklop National Arts Festival is.
Tasked with developing an insightful, relevant marketing campaign that would connect with the festival's target audience, 34Woman used the classic knock-knock joke (or klop-klop grap, in Afrikaans) to give this year's Aardklop festival more gees. As 34Woman Managing Director, Judy During, explains: "Klop-klop jokes are just as big a part of Afrikaans culture as biltong and braaivleis. Tying these jokes in with the festival and challenging consumers to create their own jokes, promoted the festival interactively, giving Clover the chance to connect with their consumers too."
And connect they did! A set of unique knock-knock jokes were created and implemented across a variety of channels and elements including radio, TV, banners, kiosks and T-shirts, keeping consumers chuckling all the way to the festival grounds.
The campaign also targeted students by holding a competition through Potchefstroom University. Students were asked to decorate a door to win an iPad with five finalists selected to recreate their designs at an activation at Potchefstroom Mall. These uniquely beautiful doors were donated to an underprivileged school in the area.
An online competition run through Aardklop's Facebook page challenged consumers to create their own knock-knock jokes to win festival tickets.
According to Johan Botha, Clover's Marketing Manager, the festival reached even greater heights than the previous year, reaffirming to festival-goers that Clover's involvement in one of the biggest arts festivals in the country really makes it way better!