Getting down and dirty? No problem

Noeline van den Berg, activation director at Lowe Bull, says the campaign involved a huge amount of logistical planning and reached 156 000 people around the country. "For example, we used 3000m² of grass, travelled 250 000km and gave away 150 000 balls - which means 150 000 people were touched in-store.

"We used 975 promoters, an MC, a technical person and two managers per event and six took place simultaneously per day, We logged up 9750 promotional hours. We used six one-ton bakkies and trailers, and one recovery vehicle per 65 events, plus 260 paramedics, 800 bags of sand, 6500 litres of water, 60 000 peak caps, tattoos and book covers."

The result of all that, however, is that the average person spent a minimum of 10 minutes listening and/or directly experiencing the brand. "And remember," says Noeline, "that you are talking to 100% of your target market, so there's no waste, and there's also intense messaging on your product. It also took each child about 15 minutes to get through the course, and many of them came back several times."

Not only was the reach exceptional, but Noeline says its impact has been directly measurable, as Omo sales have shown a really good sales spike - and that, after all, is what every client is after. "It did take a lot of planning and a lot of logistics, but the effort was well worth it," she concludes.