'Home of the Father's Day Gift' campaign unwrapped

From local is lekker to hyper-localisation: Township consumer trends to watch this festive season

Mongezi Mtati

In the weeks running up to Father's Day on 19 June, Cape Union Mart launched the 'Home of the Father's Day Gift' campaign, with the slogan 'Celebrate Dad-ventures'.

As part of the campaign, the outdoor store held 'Father's Day Experience', an event where a product specialist presented the top 10 recommended Father's Day gifts. Attendees were then split into groups and embarked on a treasure hunt around the Cape Union Mart Canal Walk Adventure Centre. The objective was to find a range of Cape Union Mart's products dispersed around the store, according to a list of clues, and the winning team received a voucher worth R500 each.

Cape Union Mart's product specialist presenting one of the 10 top gifts at Father's Day Experience

With just a few days to go before Father's Day, Cape Union Mart shares the heart of the campaign with Bizcommunity.

What platforms are you using to advertise your campaign?

We adopt a through-the-line, cross-channel marketing strategy in order to ensure efficient penetration into our identified target markets.

Television
Radio
Print
Digital
Social

What is your campaign objective?

To position Cape Union Mart as the #1 gifting destination for Father's Day, and the ultimate men's destination store by crafting a robust through-the-line, omni-channel media strategy to achieve our objective.

What type of father are you trying to target?

This Father’s Day, it’s all about celebrating DAD-ventures, by celebrating different experiences and moments with your dad – whether exploring a trail, scrambling some boulders and rocks or camping.

With a catalogue displaying over 100 gift ideas, what’s your favourite product?

Paul Frier, Cape Union Mart buyer, exclaims that he is unable to select his favourite Father’s Day product, as our Father’s Day catalogue has positioned itself around every type of dad. Below is his top four selection:

Adventure Dad
K-Way Drake down jacket – lightweight (280g), 650 fill power duck down packable winter insulator of note and available in a myriad of exciting colours – fashion meets functionality.

Casual Dad
K-Way Men's Tankwa Long Sleeve Check Shirt – a fashionable and technical shirt that boasts vapour permeability, UV protection and is quick drying.

Gadget Dad
Red-E RW80 Powerbank – able to charge two devices simultaneously, has a capacity of 8,000 mAh and has built-in charging and recharging cords for the ultimate convenience.

Trail run Dad

K-Way DART hydration pack – this lightweight pack comfortably accommodates a two litre hydration bladder and is the ideal companion on those early morning trail runs. The Dart boasts many features, including a sternum strap (with integrated safety whistle), aerated straps and a bungee cord.