The brand says that by choosing the Out-of-Home (OOH) platform Savanna has had engagement with its consumers and interacted with them.
Placed at key locations in and around South Africa, the Savanna '#TwirraShade
' benches were designed to look like trees with leaves covered in 'shady' tweets.
"With our tongues firmly in our cheeks, we turned Twitter shade into real shade by building bespoke '#TwirraShade' benches, alongside the team at the Thinking Company. The result is a cut-through outdoor campaign that is supported by a social and digital campaign designed to get people talking and engaging," says Steph van Niekerk, creative director at Grey / WPP Liquid.
According to Savanna, the campaign's teaser went viral within hours after launch.
"Like all good ideas, the '#TwirraShade' project started as a joke. We figured that there's so much shade being thrown around on Black Twitter every day, if we could harness it, we could probably solve the global warming crisis — I mean there is shade for days, shade for millennia really. So that's what we did," van Niekerk concludes.
Individuals can find the benches in Johannesburg at Melrose Arch and Newtown Junction and in Cape Town at the V&A Waterfront.
"This campaign shows how fun and effective OOH can be by incorporating strategic creative thinking. By working hand in hand with Grey and our media partners, we were able to source the perfect locations for these ambient placements," says Tania Grobler, senior OOH specialist at GroupM.
For more information, visit
www.savannacider.com. You can also follow Savanna Cider on
Instagram,
Facebook or on
Twitter.