Joe’s beerhouse in Windhoek is not so much a bar and restaurant as it is an institution. It’s quirky style and eclectic ambience make it a local favourite and is true to its pay-off line “Live the legend”. This year the brand celebrated its 20th Anniversary and Arctic Circle was tasked with creating something special.
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 PRROI for Futuregrowth – and the next phase has yet to come.