SHARING EXCELLENCEPieter Swart

Flashmob video

VIDEO

Case study video

VIDEO

• Brand Awareness• Entice Grade 12 learners to study at

NMMU• Pride in NMMU

Campaign objective

• Theme: “For a Better U”• Focus on youth (u vs. you, but also

university)• Limited budget for full campaign

(R300 000)• Production cost: R55 000• Concept of viral campaign• Backed up by integrated campaign

Theme and tactics

• Social and digital media• Focus on YouTube • Effectiveness of word of mouth• iPad competition: 4 000 entries

from target market (database)

Viral campaign

• Use of award winning multi-cultural choir – rainbow nation• Youthful• Songs all contained “u”

Masterstroke

• Aim: best SA flash mob ever• Choreography and music “for a better u”• Setting: Greenacres shopping centre in

Port Elizabeth

Production

• Filmed: concealed video cameras• Video included: performance, campaign

message, crowd reactions• YouTube/Facebook

Production continued…

• Hugely successful viral campaign• Used by Google SA as most

successful viral campaign• High level of brand affinity• Astounding comments by public• Students talked about it, alumni

grew closer to NMMU, overseas expats longed to be back

Results and feedback

• Viewed on every continent• Over 100 000 hits in 6 weeks• Positioning of NMMU as innovative,

progressive, multi-cultural; in tune with youth• Fastest growing most watched video

during first 3 weeks• Over R2m in ad value

Results and feedback continued…

• Undergraduate applications increased by 34% from 2010 to 2011• Number of national awards• 129 602 views (as at 26 April ‘12)• “Stand out from the crowd”

Results and feedback continued…