ABOUT THE WORK
To launch Sasol Rewards to Mzansi, we set out to turn the programme into a cultural phenomenon through a multi-faceted campaign that used Big Zulu’s taxi-rank anthems to reach hard-to-engage audiences.
We introduced Big Zulu as the Sasol Rewards brand ambassador, rallying the taxi nation at forecourts, taxi ranks and online. His appearances drew massive crowds and gave Sasol Rewards instant street credibility, especially among minibus taxi drivers and rank marshals.
The campaign outperformed industry benchmarks, delivering over 150 million impressions, more than 24 000 engagements and over 100 000 sign-ups. It also helped Sasol Rewards earn the title of Newcomer Loyalty Programme of the Year at the South African Loyalty Awards.
CREDITS
Brand/Client: Sasol
Agency: Blueprint Communications Group
Executive Creative Director: Eureka Nkese / Itsoseng Matsane
Film Production Company: Blueprint Communications Group
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