2017 Winners & Shortlists

GOOD COMPANY CAMPAIGN

Silver
Client/BrandUAP OLD MUTUAL
Product/ServiceUAP OLD MUTUAL BRAND
EntrantSQUAD DIGITAL Nairobi, KENYA
Type of EntryMusic
CategoryUse of Original Composition for a Brand or Campaign
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 corporates (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

Name Company Position
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
ISAIAH WAKOLI SQUAD DIGITAL LIMITED CREATIVE DESIGNER
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
MANISH SARDANA SQUAD DIGITAL LIMITED MANAGING DIRECTOR
VIMAL KAUL SQUAD DIGITAL LIMITED CHIEF TECHNOLOGY OFFICER
Links
Video URL