Engen launches African Welcome campaign
In the build up to next year's football tournament to be held in South Africa, Engen has launched a TV, radio, print and Internet campaign known as African Welcome. The campaign aims to encourage South Africans to express their support for the 2010 FIFA World Cup under the banner of welcoming the world to Africa.
A group of South African men and women were handpicked to deliver their messages of welcome to the nation. Each was asked to be himself or herself - and then to respond to a few questions - all related to welcoming the world into our country and our homes. Their answers were used to create the campaign across the various media. The commercials themselves were therefore not traditional brand-building television commercials, but rather content driven pieces - intended to garner the pride and support of the nation.
The SABC pledged their support for the campaign and, in the process received exclusivity to flight the radio and TV campaign across their channels and stations.
In addition to traditional media, a website, www.african-welcome.co.za, has been developed which provides information for tourists who are planning to visit SA during the big event and invites South Africans to show how they would welcome these tourists to Africa. Visitors to the site are asked to upload their own African Welcome in the form of a photo, video clip or written passage, and it can take the form of virtually anything - a song, a dance, a recipe etc. By doing this, site users stand the chance to win weekly spot prizes consisting of proudly South African goodie hampers, as well as the grand prize, an African travel voucher worth R30 000.
Fresh content is added to the website regularly, creating an informational hub for tourists. Furthermore, it hosts a platform from which South Africans can show their support.
