Wimpy's latest brand activation drive offered Sound Media the opportunity to conceptualise and execute a national road show, complete with a travelling Wimpy gig rig and a host of superstar judges and DJ's.
The concept - supported by extensive above-the-line elements - centred on targeting the youth market and offering them the opportunity to Move to the Wimpy Beat. The youth were invited to participate in a national dance showdown in front of celebrity judges HHP, Danny K, DJ Cleo and Elena Afrika, while being rewarded with funky Wimpy promo gear and entertained by DJ's Sasha Martinengo, Koula, Sureshnie Rider, DJ Euphonik and Paul Almeida.
Over 1000 dancers registered to take part in the activations, which ran at eight malls over an eight week period. The nine finalists were then flown to Johannesburg to take part in the finals and strut their stuff in order to win the grand prize: a VIP trip for two to the 2009 Grammy Awards.
The road show included several elements which had to be carefully managed in order to ensure that the individual mall activations were a success. “Apart from the complexities of managing a travelling 15m gig rig and the extensive set-up time it took for each activation, there were complex crowd control measures which had to be managed as well,” comments Jeanne De Power, Sound Media, “And we thought it best to manage the entire registration and judging process electronically to make things a bit easier for our judges, who had only 30 seconds to score each dancer.”
The Wimpy Beat road show was completed in partnership with agencies Nota Bene and Morris Jones, and proved to be an effective activation to represent the Wimpy b.eat personality: live life loud!
Visit our PRESS OFFICE: Sound Media effectively engages with the clubbing, beach, shopping centre, school and outdoor platforms, ensuring successful infiltration into all consumer markets.- more....
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