Campaign details

Brand: Debonairs
Lead Agency: AdColony South Africa
Region: EMEA

Strategy

Objective

Debonairs South Africa collaborated with AdColony for its mass reach inventory ( north of 6,5 Million Active Users Monthly), as well as their in house creative resource, and best in class technology capability, to create an impactful & engaging mobile experience for their Debonairs Smokin BBQ campaign. The objective of the campaign was to deliver a completed 30 sec TVC on a mobile device, (to drive reach and awareness) and amplify the execution through engaging capabilities to amplify the Video experience through interactivity.

Target Audience

Age 22 – 49, Male & Female, LSM 6 – 10

Creative Strategy

Debonairs recognized that their target market, age 22 – 49, Male and females, across a broad reach LSM, were accessible within Mobile Gaming. The creative strategy was to deliver their 30 sec Smokin BBQ TVC (to create awareness of the Smokin BBQ promotion and to amplify their TV commercial in a world where Multiscreening is a concern for advertisers). The creative strategy was to deliver the 30 sec ad, as well as offer an opportunity to engage further with the campaign through a fun, relevant and interactive execution to extend the time and the experience with the brand and the campaign.

Context