Star is a larger beer targeted at youths. It became increasingly important to have a deeper conversion with our audience via all media touchpoints. The Star Trek City Storm biggest idea was to bring top music ambassadors closer to the Grass root target market, with specific most-listened-to music artistes to platforms in 10 focus locations.
We shortlisted the best 2012 9ja songs which led to the selection of artistes for this project. These music stars had to identify their selling point and locations that would drive the audience wild and increase the campaign buzz during this period.
Our idea was to get customers involved in celebrating the brand with an approx. 6,000 jingles on the radio within a span of 5weeks. DJ/Hype was initiated in all event locations with a minimum of 30 free tickets winners per week. We picked winners via phone-in Q&A.
Brand project awareness increased immensely due to more market activation. The brand Facebook page increased by over 500%. Mobile and social campaign pages were developed to support this project. The brand loved the deeper level of conversation and the level of energy and affinity between the consumer and star.