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We pioneered a mass incentive strategy for J.C. Le Roux. Our research showed that the core target market wanted instant rewards for purchase, many brands give airtime or a similar low cost gift to incentivise purchase.
We created a range of T-Shirts that could be fitted directly onto the necktags of bottles. The T-shirts could be compressed into a credit card sized packaging. They were then attached to 70 000 bottles across the country.
For people that couldn’t get a T-shirt we developed an interactive facebook app, which allowed fans to create their own T-shirts. The top 50 of these were chosen by community vote and were printed and shipped directly to their designer.
The campaign was so successful that J.C. Le Roux persisted with the same strategy in different iterations for the next four years.
ClientJC Le RouxServicesCreative Direction, CopywritingYear2012RoleplayersDesigners: Lari Winterburn, Sean Devey, Sarah Corder