Good Money campaign
Shattering the category norms and shunning the traditional advertising status quo, the Good Money campaign brought Futuregrowth into the public spotlight. A brave direction for this niche brand, we started a conversation with South African public around money. We created a 360 degree integrated campaign which used social media to change the way people think about money. To date the campaign has resulted in 3.1 million impressions online, our activations were seen by approximately 4000 people, and we generated unprecedented levels of PR ROI for Futuregrowth – and the next phase has yet to come. Watch this space, Good Money might just be the key trend of 2012.
Joe’s Beerhouse Legendary campaign
Who says a competition has to be just a competition? And who says an anniversary party has to be lame? In 2011 Windhoek was caught unprepared as the Legends of Joe’s Beerhouse rocked their socks off. First we created a band. (A band with no lyrics!) Then we asked Windhoek to help them by sending in their legendary stories from Joe’s Beerhouse. YouTube, Facebook, Posters, Billboards, nowhere was safe from the appeals of these lyric-less musicians. It all ended with a live gig played at the Joe’s 20th Anniversary. And the results speak for themselves as we increased the Joe’s Beerhouse Facebook Page likes by over 500%!
Save it CSI
Started by entrepreneurs that care, Save It has become Arctic Circle’s CSI initiative and we couldn’t be prouder to be associated with them. This business has revolutionised township retail and the unique “Weigh and Pay” system is making life easier for thousands around the country. So far their stationary, CI, store design and brand strategy has all received the Arctic treatment and we look forward to even better things for 2012.
Electrolux
2012 is stacking up to be a watershed year for Arctic Circle, particularly with our Electrolux and AEG brand win! Our job will be re-introducing the iconic Electrolux brand to the South African audience. We can’t wait to see their latest product innovation and put some great strategy and creative to what is already a stellar brand.
Human Brand Theory
Strategically, 2011 could not have been more exciting. This year and in partnership with our strategic wing, Mercury One, we developed and begun to implement our new methodology – code name: The Human Brand Theory. Taking its cues from human psychological development this new way of building brands is set to revolutionise the way companies view the role of the brand, and how they are born. Fortunately, 2012 is the year that it will become available to the public and it can’t come soon enough! Great things are around the corner.
Navigator Films
A previous client of Arctic Circle, we welcome back Navigator Films to our books. This exciting and brave client is in the process of further positioning themselves within South Africa’s ever-growing film industry and we look forward to evolving the brand and creating innovative, engaging campaigns for them.
Expo 18
Forget what you think you know about golf! The Eighteen and Expo 18 are taking golf to South Africans in never before seen ways. Completely revamping the sport and making it more accessible to everyone is what this brand is all about, and our strategic and creative executions of this philosophy are as fun as they are innovative. Whether you’re a gold nut or completely uninterested we’re confident that 2012 might just be the year every South African is “Good to golf”.
KWV strategy
2011 was the year of the shake down in the South African brandy category and winning KWV Global was easily one of the year’s big milestones for Arctic Circle. This year saw almost every major brandy brand making significant changes and implementing increasingly aggressive marketing strategies. In the last 12 months our focus has been on developing a robust brand strategy for KWV and we are pleased to report that our partnership has seen KWV heading in the right direction to re-establishing itself as South Africa’s most esteemed and premier brandy house.
Destiny Africa
Destined to be the next MICE (Meetings International Conferences and Events) city, the Destiny Africa project has been one which we have been phenomenally excited to work on. Taking destination branding into a new more emotive and inspiring territory our brand strategy and creative recommendations have been well received on all levels. Several successful meetings in George and a completely unique approach means 2012 is going to be the year that confirms Arctic Circle and South Africa’s place on the global stage.