Crafting a digital narrative for a South African Heritage Brand.
Develop an innovative mobile marketing idea that engages and captivates the younger audience (18-27) by leveraging modern marketing strategies, digital technology, and brand storytelling.
Heritage brands have had the hearts of South Africans for generations, but the chance of losing market share has never been this prevalent. In today's digitally connected world, mobile devices have become an indispensable part of our lives, serving various purposes from shopping to banking. And if a brand doesn’t adopt early, they get left behind fast.
A client is seeking a fresh and engaging approach to connect with the younger demographic (18-27) through digital platforms, specifically, on their phones. They have traditionally used the power of brand storytelling to create a meaningful and lasting connection with their audience.
Your task is to conceptualize a digitally-led marketing campaign that seamlessly integrates the brand's essence, digital technology, and brand storytelling.
Be sure to pick a South African heritage brand that resonates with you, and that you can add value to by bringing their story into the mobile age.
Some examples and inspiration:
Overall, you will need to come up with an innovative idea with a clear brand narrative, that reaches consumers through their mobile phones, as well as an example of an execution showing how your idea will come to life. You will need to submit these two things:
The below idea card is a simple means of summarising your idea into a single page, before you move it forward and unpack the execution. Each bullet point's rationale shouldn’t be longer than ONE or TWO sentences.
Example of an idea card Idea card example
Material specs: Word doc, 120 Words Max.
Once your idea card is complete, you’ll want to support it with an idea board. On your idea board you will need to unpack the insight, overarching idea, execution and visual representations or mock-ups that help explain and bring your idea to life in the simplest way possible. How you do this exactly will depend on your idea, but the following examples may help you:
Examples of idea boards:
Material specs: Width 3508px, Height 4960px, PDF, PNG or JPEG under 20mb