SHARING EXCELLENCE Pieter Swart. Flashmob video VIDEO.

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Presentation transcript:

SHARING EXCELLENCE Pieter Swart

Flashmob video VIDEO

Case study video VIDEO

Brand Awareness Entice Grade 12 learners to study at NMMU Pride in NMMU Campaign objective

Theme: “For a Better U” Focus on youth (u vs. you, but also university) Limited budget for full campaign (R ) Production cost: R Concept of viral campaign Backed up by integrated campaign Theme and tactics

Social and digital media Focus on YouTube Effectiveness of word of mouth iPad competition: entries from target market (database) Viral campaign

Use of award winning multi-cultural choir – rainbow nation Youthful Songs all contained “u” Masterstroke

Aim: best SA flash mob ever Choreography and music “for a better u” Setting: Greenacres shopping centre in Port Elizabeth Production

Filmed: concealed video cameras Video included: performance, campaign message, crowd reactions YouTube/Facebook Production continued…

Hugely successful viral campaign Used by Google SA as most successful viral campaign High level of brand affinity Astounding comments by public Students talked about it, alumni grew closer to NMMU, overseas expats longed to be back Results and feedback

Viewed on every continent Over hits in 6 weeks Positioning of NMMU as innovative, progressive, multi-cultural; in tune with youth Fastest growing most watched video during first 3 weeks Over R2m in ad value Results and feedback continued…

Undergraduate applications increased by 34% from 2010 to 2011 Number of national awards views (as at 26 April ‘12) “Stand out from the crowd” Results and feedback continued…