34 conceptualised the campaign, developing several entry channels geared toward the 18-24 year old generation of mobile and digital savvy consumers, as well as hosting activations in selected campuses and bars across Gauteng. Yfm provided the perfect radio platform to enhance the interactivity of the campaign, with listeners calling in to compete by proving their entrepreneurial flair, while weekly interviews with the Hansa Pilsener judges profiled their own stories of success.
Finalists from the thousands of entries received were invited to attend a workshop before presenting to business and creative industry professionals including Mo Flava (Yfm), Manaka Ranaka (Stokvel), Vincent Moloi (film maker) and businessman Lebo Gunguluza (CEO, South African Black Entrepreneur's Forum) - all appointed to select the 6 winning entrants.
The weekend ended in style at Turbine Hall in Johannesburg with a gala awards evening topped off by a live performance by Liquideep. Winners will be interviewed live on Yfm in the coming weeks, as they gear up to bring their beeg beeg dreams to life.