1. SHARING EXCELLENCE Pieter Swart

2. Flashmob video VIDEO

3. Case study video VIDEO

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

5. Theme: “For a Better U” Focus on youth (u vs. you, but also university) Limited budget for full campaign (R300 000) Production cost: R55 000 Concept of viral campaign Backed up by integrated campaign Theme and tactics

6. Social and digital media Focus on YouTube Effectiveness of word of mouth iPad competition: 4 000 entries from target market (database) Viral campaign

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

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

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

10. 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

11. Viewed on every continent Over 100 000 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…

12. Undergraduate applications increased by 34% from 2010 to 2011 Number of national awards 129 602 views (as at 26 April ‘12) “Stand out from the crowd” Results and feedback continued…