If you were driving through certain intersections in Joburg in April, chances are you saw a rhino, a lion, a cheetah and a buffalo handing out flyers – and no, your eyes weren’t deceiving you. It was all part of an Easter promotion coordinated by the Brand Factor team for the Rhino and Lion Nature Reserve in the Cradle of Humankind.
Throughout April, the Reserve promoted a special offer as part of an integrated campaign. Two children, under the age of 13, could get into the Reserve for free, when accompanied by two paying adults…
Brand Factor handled every aspect of the campaign, from strategy through to execution, as well as coordinating influencers and activation. Our team designed the flyers handed out by the promoters as well as the print executions in various Caxton community newspapers. Influencers were invited to an Easter bunny hunt at the Thatch Café (one of the restaurants at the Reserve) and shared the fun with their followers. The animal characters from the intersection campaign kept the Easter bunny company – add a very busy face painter, animal balloons as well as a jumping castle – and it was a day of epic chocolatey excitement.
Brand Factor not only coordinated every aspect of the fun, we also bought the Easter eggs, hid them around the Thatch Café and arranged prizes for the kids who found the most eggs (the winner managed an impressive haul of no less than 44 marshmallow eggs – talk about a sugar rush). Our partners, Pink Vanilla, coordinated the influencers, all popular local parenting bloggers and Holla supplied our promoters who kept hard at work posing in their animal suits with hugely excited little people.
As it turned out, not many motorists could resist a rhino in the road. Visitors came through in record numbers, and the Reserve is very happy with the results of the campaign. Watch this space to see more exciting campaigns from Brand Factor – and remember, we could do the same for your brand!
