Brand | UAP OLD MUTUAL |
Product/Service | UAP OLD MUTUAL BRAND |
Entrant | SQUAD DIGITAL Nairobi, KENYA |
Category | Use of an Artist as a Spokesperson / Ambassador in Partnership with a Brand or a Cause |
Idea Creation
|
SQUAD DIGITAL Nairobi, KENYA
|
Media Placement
|
SQUAD DIGITAL Nairobi, KENYA
|
PR
|
SQUAD DIGITAL Nairobi, KENYA
|
Production
|
ENOS OLIK PRODUCTIONS Nairobi, KENYA
|
The Campaign
The melody of a good voice will touch you but the power of great harmony will move you. Redforth Chorus was already changing the music scene in Kenya with their voices with one harmony by making covers of popular songs. We entrusted them with coming up with an original song that would demonstrate the power of good company using what they did best, music.
Creative Execution
Implementation
Use the Redforth Chorus as influencers to compose a song and music video that would communicate the brand proposition, Good Company. We would then invite the public to not only recreate the song but also celebrate their own Good company through a microsite.
Timeline
12th October 2016 to 30th November 2016
Placement
Kenya being a mobile first nation, we needed to use social platforms that spoke to this truth. With Facebook views overtaking Youtube views, it was necessary to launch our video on this platform to achieve a higher reach and shares while directing traffic to our microsite. The Social Video placement was on both YouTube and Facebook pages. Media was ran on Facebook, Twitter, Youtube and the Google Display Network to direct traffic to the microsite and social video.
Within two weeks we received over 500000 who resonated with our message. The Campaign reached a total of 3467404 people with an engagement of 180572. Social conversations around the brand rose by over 200%.
We challenged the Redforth Chorus - a Kenyan based independent education institution for popular, classical and traditional music - to compose a song to communicate our client’s new brand proposition. The new brand proposition dubbed ‘Good Company’ was to position the brand as good company to internal/ external clients as well to each other following a merger between three different companies - a bank, an insurance company and an investments company - to form a one - stop financial solutions provider.
Grab the attention of our audience using a non - conventional way to the corporate world and tell a story of our new brand identity thus creating awareness of our new promise. The solution was the use of acapella music sang by an influential local choir.
Credits
SVETLANA POLIKARPOVA |
SQUAD DIGITAL LIMITED |
BUSINESS DIRECTOR |
RACHEAL NJOROGE |
SQUAD DIGITAL LIMITED |
ACCOUNT MANAGER |
BRIAN KOYOO |
SQUAD DIGITAL LIMITED |
COPYWRITER |
KEITH MWANGI |
SQUAD DIGITAL LIMITED |
COMMUNITY MANAGER |
SAM NJUGUNA |
SQUAD DIGITAL LIMITED |
CREATIVE DESIGNER |
GIDEON MUREMA |
SQUAD DIGITAL LIMITED |
MEDIA BUYER |
KENNETH MWORIA |
SQUAD DIGITAL LIMITED |
MEDIA PLANNER |
WASIIM AL HADDAD |
SQUAD DIGITAL LIMITED |
FRONT END DEVELOPER |
LAWRENCE MUGAMBI |
SQUAD DIGITAL LIMITED |
FRONT END DEVELOPER |
ZACHARY KIUNA |
SQUAD DIGITAL LIMITED |
BACK END DEVELOPER |
PHILLIP RANJA |
SQUAD DIGITAL LIMITED |
CREATIVE DIRECTOR |
VIMAL KAUL |
SQUAD DIGITAL LIMITED |
CHIEF TECHNOLOGY OFFICER |
MANISH SARDANA |
SQUAD DIGITAL LIMITED |
MANAGING DIRECTOR |
ISAIAH WAKOLI |
SQUAD DIGITAL LIMITED |
CREATIVE DESIGNER |
Links
Video URL