The through-the-line campaign was conceptualised by House of Brave, and So Interactive was responsible for conception, design, development and delivery of all digital aspects of the campaign. The two agencies have collaborated closely to ensure that all touch points converge to create a powerhouse campaign worthy of South Africa's favourite seafood restaurant.
The "Big Bigger Jumbo Hake" campaign sees the return of the beautiful Maria in her traditional Mediterranean Kitchen. This time Maria is confronted with her overly talkative Aunt. Her solution, which results in the Aunt's contented silence, is a delicious portion of Jumbo Hake with onion rings and a choice of chips or rice. Accompanying the TVC is a quirky radio ad that plays on the idea of Maria's Aunt shooting her mouth-off, quite literally. The only way to get her to stop pow-pow-kapowing is to give her the Jumbo Hake and get her nom-nom-nom-noming. Listen out for the radio ad from Thursday to Sunday and you can watch the TVC here.
The digital aspect of the campaign was crafted to strengthen Maria's recognition as the face of Ocean Basket, whilst also driving the product promotion through all online and mobile channels. Take a look at the website integration.
"I believe very strongly in developing powerful creative synergies," Says Nana Lloyd, head of marketing at Ocean Basket, " So Interactive and House of Brave are a perfect example of how different disciplines in advertising can come together to produce an end product that hits the mark and delivers successful, measurable results. The harmonious blend of above-the-line, below-the-line and digital advertising is what makes a truly effective campaign in today's ever changing communication landscape."
From the agency's inception So Interactive has held to this same philosophy and continues to make it an intrinsic part of all their business relationships. The small agency with big ideas believes in sticking to what they know; staying ahead of the pack in terms of cutting edge development and excellent digital creative design, whilst collaborating with traditional full-service agencies to deliver the best all-round campaigns possible.
"Due to the nature of the digital landscape we believe in staying lean and manoeuvrable so we can respond quickly to new trends in app development, design and communication delivery across all digital platforms" says Darren Mansour, digital director at So Interactive.
The "Big Bigger Jumbo" campaign is a perfect example of the future of advertising where smaller, flexible and powerful agencies come together to do incredible work.
For more information on the exciting digital work that So Interactive can do for you, take a look at their blog or contact them directly on 011 450 0077 or az.oc.evitcaretnios@olleh.
