South Africa's leading brand experience agency, the VWV Group, recently conceptualised and produced the launch event of the Redd's 340ml bottle in Kenya. VWV's robust experience in working within African countries played a big part in securing the project, as did the unique creative concept that was strategised for the brand.
VWV’s launch event of the Redd’s 340ml bottle at the Tribe Hotel in Nairobi, Kenya
The winning launch approach saw the creation of the 'Redd's Room', a concept that lives in both a virtual and physical space, exposing consumers to the brand's positioning in a fresh and compelling manner. Developed as a brand property, the 'Redd's Room' concept can also be adapted for future campaigns in various market locations and can cleverly attach itself to almost any existing event.
Tactically planned and executed, the launch event at the sophisticated Tribe Hotel in Nairobi began with guests entering through a red doorway and crossing into the world of Redd's. Here they were met with stylish cuisine, massages, shoe-shines, a fashion show by top Kenyan designer Kiko Romeo, and entertainment provided by renowned singer, Kevin Samuels. "This select event line-up strategically captured the brand's stylish fashion and lifestyle positioning," said executive creative director of VWV, Caroline Pretorius. A dramatic launch moment captured the trendy crowd's attention - amidst multiple projections and pyrotechnics, the new bottle packaging was revealed on a stage constructed in the middle of the hotel's swimming pool.
Mugethi Gitau was the winner of the brand related competition; the prize was a dress fashioned by top Kenyan designer Kiko Romeo
The launch entertainment included a fashion show by top Kenyan designer Kiko Romeo, thereby strengthening the brands fashion and lifestyle positioning
Widely read bloggers and Kenyan personalities mingled with on-the-ground Tweeters equipped with iPads, offering guests the opportunity to broadcast their event experience, ensuring the 'Redd's Room' concept reached thousands through social media.
The success of the campaign relied on an integrated media strategy to build consumer interest. A brand related competition on radio created immediate awareness, while Facebook started a dialogue for like-minded followers that can be leveraged for future activations.
This campaign yielded interesting results with social media being harnessed for the first time by the Redd's brand in Kenya. The unprecedented involvement of Facebook saw the page attracting 897 fans in 14 days and over 41,000 people were reached in seven days through varied posts.
For more information on creating experiences that change perceptions and inspire action call Minette Smalle on 011 799-2600 or visit www.vwv.com. Like us on Facebook: VWV and follow us on Twitter: @VWVGroup.
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