Lucozade/Kwesta Flavour Campaign December 2010

Purpose of the Campaign:

As a way to give Lucozade a more South African appeal especially amongst the youth we formulated a campaign centered around a young, popular South African rapper by the name of Kwesta!

Campaign summary:

The kwesta “flava” campaign is an eight week -long campaign that will take place between ,18 February 2011- 15 April 2011. The campaign is split into three integrated phases namely online, traditional media and events. The plan of the campaign is to run simultaneously during its period to emphasize how the different tools used link up to the bigger picture which is crowd sourcing.Crowd sourcing is a powerful and cost effective method of achieving business goals through the use of masses. Simply put, business and corporate invite the public to submit ideas and innovations for new and existing products.

Why KwestaKwesta is a young individual who appeals to the youth, he comes across as a talented, hungry, trendy and ambitious person trying to make a name for himself. A lot of students and young professionals can relate to him as we are all in the same boat and trying to make an impression on the world.We as TSB feel that by making use unconventional MC tools we will tap into markets that most South African brands never pursue for some unexplained reason… exploring certain avenues might be risky yet also beneficial.
His style of music compliments and thus has inspired this campaign and he will preemptively position himself as a leader of the new school in the local music industry.
SWOT AnalysisStrength:

• His unique music style

• Trendy and appealing to the youth market

• Signed to Buttabing entertainment

• Highly creative and associated with big names which can be advantageous

Weaknesses:      

• A bit underated

• Not as in-your-face as he can be

• Still making a name for himself

• Needs to come out of his shell

• Debut album allowing for him to run wild

• Opportunity to stand out and be in his own lane

• Tap into niche markets

• To be the first local emcee to put together a campaign of this magnitude

• Set the benchmark for himself and others

• To make an impression in the industry

• Competing in this industry without the necessary survival tools and tactics

• Poor reception from the masses

• People who would shine on his shine

• Sell 100 CD’s per event

• 8 new music videos

• Exposure to a potential 14,6 million TV viewers

• Advertising and interaction with a potential 1.4 million Gauteng youth radio listeners

• Gives Kwesta an opportunity to find out people think of him through Crowd sourcing

• Position Kwesta and distribute regulated messages to his targets

• Build good regulated customer relations management

• Up the Kwesta facebook fan page to 30% more followers than it currently has

• Sustain loyalty with existing followers  

• Present a new avenue of collecting customer data and adding onto the already existing database

• Offer targets an edutainment style program to familiarize with the brand Kwesta

 Opportunities: Threats:  Marketing objectives Communication objectives Implementation plan Flava Friday:Will take place every Friday from 18 February 2011- 15 April 2011, at a designated clubs around Gauteng, Hosted by YFM’s Dineo.R50 will get people into the club, at the door they will receive copies of Special ReKwest and a different coloured tag on their arm.4 Flava ladies (Bubble gum blue, Pineapple yellow, strawberry red and Ms. Purple grapes)  will be present inside filling in questionnaires according to the coloured tag the attendants will have (on their arms) and thus at the end of the night a draw from the questionnaires will be conducted and a lucky person will win a hamper.The questionnaires will consist of name, gender, email address and phone number and event opinion for market research purposes.Photographers will be there for website purposesInstead of using banners rather use a projector to displayPerformances will consist of 1 hip-hop and 1 house act per venue example “Kwesta presents Flava Friday featuring Liquideep and Deep level… it’s a deep movement” Flava RadioA 10 minute feature on YFM Fridays between 16:15 – 16:25 on Live on Drive with Dineo.Brief interview with Dineo, Kwesta and the performing acts for that particular night. In addition outbound calls will be made to people who have won VIP access to that Fridays Flava event, winners will be chosen via facebook, the website, twitter… anywhere as long as we can contact the people. Flava TVFlava TV is an initiative where we shall target 4 varsities around GP, namely TUT, UJ, VUT and AFDA to produce new music videos for 8 other tracks of Kwesta’s choice from the album… the concepts of the videos will be selected from fan entries via the Kwesta facebook page where the best concepts will obviously be made into music videos. The criteria will vary from simple, funky, outrageous, artistic, themed, whatever… something out of the ordinary meaning no girls in swimming pools or entourages in baggy clothes.The makings will be aired on Club 808 a 1-2 min feature showing the production process and at the end of the show the final video shall be aired exclusively.Flava onlineA temporarily operational website for the fans, this is where they will post videos, tag themselves in photo’s from previous Flava Friday, have discussions drop their favourite lines and also post posters and graphics they have made of Kwesta and/or their favourite flava ladies. Podcasts of Flava radio shows will be available and snippets of Flava TV shall also be made available… MP3 downloads will also be made available and most importantly fans will steer the content of the site plus and additional
Flava GameAn 80’s style animations game on the site.Plot:    The Flava ladies have all been kidnapped by different villains and Kwesta has to rescue them.            During his travels Kwesta will find shops where he can buy ammo such as giant Stomp sneaker to beat the hater, CD’s for the groupy, Camera for the paparazzi and a Cellphone for the dodgy promoters.            The shop owner will be Slik asking questions such as “How much the CD costs”? And “What is the name of the album”? and DJ Naves popping up to ask bonus questions that are more personal like “what is your favourite track on the album”.