Brief
Nescafé Ricoffy has been a part of South African heritage for years, and 2021 is a milestone for the household brand as it celebrates 50 years. For the big celebration, we wanted to honour our consumers and the country. As a creative and digital agency our campaign had to fulfil three key aspects; celebrate the birthday of one of the biggest brands in the South Africa, continue stirring pride in our consumers, and authentically communicate and connect with our audience.
Solution:
Nescafé Ricoffy has been a part of South African heritage for years, and 2021 is a milestone for the household brand as it celebrates 50 years. For the big celebration, we wanted to honour our consumers and the country. As a creative and digital agency our campaign had to fulfil three key aspects; celebrate the birthday of one of the biggest brands in the South Africa, continue stirring pride in our consumers, and authentically communicate and connect with our audience.
Solution:
The solution, an intelligent keyboard that makes it possible for you to speak South African with your contacts. The integrated campaign encouraged consumers to build and contribute to a language that we all speak, South African. They shared what it truly meant to be South African through the unwritten spirit of knowing who we are, understanding without asking, and hearing without sound. It is the way we walk, talk, and communicate and a language only South Africans can understand.
The campaign ran nationwide on ALS radio stations, TV, digital platforms and was supported by PR. Our consumers gave it their all and proudly shared South African words which we used to develop the MZANSAY™ keyboard Keyboard App for Android and IOS. and submitting their written lyrics in a video format.
Once the winner was selected, we produced the song and had Soweto’s Finest choreograph a routine. The launch of the dance challenge saw so many young South Africans entering and showcasing their moves. The campaign hit home with our target audience who were involved from start to finish combining their South African spirit and finesse to create some great content.
Client: Nescafé Ricoffy
Agency: Boomtown
Role: Art Director
So how do we speak South African?
Is it in the way we address abantu abadala to show respect? Is it in the way s’shaya ”iget-down” ma’kudlala uBra Hugh? Or Hare pounc-a mali’kokota iPiano? It’s the twirl of the finger that gets us from one side of town to the other.
Speaking South African means singing in praise and protesting in song. It’s the All Stars that say ke le Pantsula 4 life or Umbhaco that announces my wedding. You see, we don’t just talk the talk, we walk the walk and dress to impress, so that abantu bak’bone and when they ask “whomst are you?” you tell them you are the girl.
This is how we speak South African.
And to speak it is, not just to say it out loud but to show it full blast. We do it every day in the way we talk, walk and dance. It’s who we are. Join NESCAFÉ RICOFFY on its 50th birthday as we celebrate our “South Africanness” like never before.
