SURF took to the community streets, to give people a “Dazzling start to their day”.
The Surf truck travelled through community hotspots dispensing ‘unexpected‘ gifts from Surf, as well as 90g samples.
During the campaign SURF ran a USSD COMPETITION to drive sales, offering consumers a chance to win 1 of 20 R10 000 cash prizes.
40 stores were selected in the targeted areas. POS was positioned in each store at the start of the campaign.
We also increased the campaign reach via radio.
Listeners got a chance to get a DAZZLING start to their day and win R3000 cash if they phoned
in and correctly identified on the location of the Surf Truck.
Increase brand LOVE within the communities
Drive volume
Drive whiteness and brightness attributes
The Challenge
We needed to penetrate the small communities of outer-laying areas
How?
Create an emotional and memorable engagement with our consumer!
