Experiential marketing is most effective when it creates an emotional connection between the brand and the consumer. Sanlam's recent partnership with Oomph! Africa demonstrated this perfectly.
The brief was a challenging one. Deliver a seven-week, seven-town campaign roll-out that aimed to educate and entertain as well as create a platform that afforded the Sanlam sales force an opportunity to generate leads and convert sales during and after the roadshows.
Through an innovative pre-show 'town-storming' campaign, Oomph! Africa
created huge 'buzz' for the upcoming event. This was achieved through extensive outdoor advertising, mobile advertising rigs coupled with industrial theatre, poster and flyer drops and one on one personal interaction through Sanlam branch offices, schools, churches and other community channels.
Oomph! Africa's unique 360-degree range of services and industry skills provided the Client with a one-stop-shop environment; reducing costs and eliminating risk throughout the project. All elements of the campaign, from creative strategy to logistics planning and execution were handled through Oomph! Africa's Johannesburg head office, speeding up communication and presenting real value to client.
Sanlam's long-standing brand association with SABC's Takalani Sesame educational series provided a vibrant, colourful and energetic backdrop to the campaign and created a strong 'call-to-action' that proved highly effective with both young and old alike.Oomph! Africa
's clever introduction of a series of personalised local success stories formed a strong emotional connection between the community and the Sanlam brand. The 'Sanlam Heroes' feature highlighted key savings, retirement and investment policy-holders from the area and served to both engage and educate Sanlam's target market: the household decision-makers.
Maintaining a strong relationship with local municipalities was also vital - both on the day and in the weeks leading up to the event. "Our extensive network of logistical support teams and local knowledge was the backbone of this campaign," states Oomph! Africa
Operations Manager, Ahmed Khan. "The Oomph! Team arrives in these towns and generally needs to build up all infrastructure to support an event of this magnitude, it is not only what we create on the day, it's the lasting effect and upgraded amenities that we leave the community with," adds Khan.
Spearheaded by the impressive Oomph! Africa
Gig Rig, a fully-automated, state-of-the art mobile stage and audio/visual platform, the Sanlam Road to Success fleet of support vehicles and crew took to the road in Welkom, where a 16,500-strong crowd set the tone for a record-breaking campaign.
As the final event wrapped up seven weeks later in Vereeniging, over 140,000 people had attended the events across South Africa, generating thousands of business leads and creating invaluable brand attachments that extended far beyond the impressive numbers.
"The challenge was to build on the existing consumer relationship, as well as to kick it up a notch - on all fronts," Oomph! Africa
CEO Rory Brien elaborated. "By providing an entertaining and informative day out for the whole family in a safe and secure environment, the campaign ticked all the boxes over the seven-week period. We are exceptionally proud of breaking all previous records since the inception of the campaign in 2010 resulting in an elated client." Oomph! Africa
's superior combination of logistical support, innovative thinking and national infrastructure proved to be a winning formula in creating an emotional brand connection with new and existing Sanlam clients.
For more information, go to http://www.oomph-africa.com
or call the Johannesburg Head Office on +27 0 11 662 2844.