2. • A campaign to get new travellers out there and using the Madiba Journey App.
The Brief
3. The Problem
• Madiba fatigue has our target market feeling tired of hearing or doing anything Madiba related
and that has negatively affected download and usage of the Madiba’s Journey App…
• Just not interested in what the country has to offer and therefore do not travel.
• Disillusioned by the costs that come with traveling.
4. Solution
Using Women’s Day as a vehicle to drive the use of the Madiba’s Journey App among new and
existing travelers through rewards and an event that brings women, bloggers and influencers to a
location found on the Madiba’s Journey App.
5. Observation to Insight
Observation:
Women travel more now than ever before.
Why?
Because women are more empowered these days.
So what?
They have a higher disposable income and a desire to do things for themselves.
So what?
So they seek to spend their money on meaningful experiences.
Why is this important to know?
Because the experience at the venue is more important than the venue itself.
So what?
Insight:
Activations need to attract women by speaking to their needs.
6. And what needs are these?
The need to socialise, share stories, share successes
and increase their own social currency.
11. Kliptown
• In June, 1955, Kliptown was the home of an
unprecedented Congress of the People.
• T h e o l d e s t r e s i d e n t i a l a r e a i n
Johannesburg.
• A monumental part of our history and where
the Freedom Charter was drafted by a
woman.
13. The Women’s
Day Brunch
• The WKNDSocial Brunch is the
first of its kind in South Africa
• The first social event to eschew
the turn up lifestyle young
women have so readily adopted
• A celebration of women and their
their role in creating a new South
Africa.
14. The Other Girls
• A group of friends that have become known
for their monthly brunch called the
WKNDSocial,
• A celebration of female empowerment with
good food, good friends and current trends.
• They represent a wide variety of women in
South Africa and are very relatable.
• Their brunches are purposefully planned to
ignite and inspire a culture of having more
meaningful gatherings.
15. Getting The Word Out
There
• Our target market looks to less
traditional platforms on the best places
to travel.
• So who better than travel bloggers,
influencers and the social group to
spread the word?
16. Blog: Mzansi Girl.
African travel activist, an experience
seeker, and tourism thinker.
“I’m particularly interested in responsible
tourism, social media in tourism &
tourism
marketing and development.”
Twitter: 18.4k
Blog: Travel Manuel
Husband and wife travel bloggers from Cape
Town.
‘
“Our goal is to inspire as many people as
possible to leave their homes to explore the
other corners of this beautiful blue planet.”
Instagram: 14.9k
Twitter: 18k
Blog: 2 Summers
Living in South Africa since 2010,
having moved from Washington,
D.C.
‘I tell stories about life in Joburg and
my travels around South Africa and
the rest of the world.’
Instagram: 63.1k
Twitter: 2,785
Meruschka Govender Lauren and Vaughn Manuel Heather Mason
17. Vanessa has been a Content Director
for Cosmo, Marie Claire, House &
Leisure and Good House.
Founder of ZEST, Hearst’s British
Health and Beauty Magazine.
Twitter: 11.1k
Vanessa Raphaely
An avid blogger on the Mail &
Guardian:
Thought Leader Blog.
A feminist writer, researcher and also
a published author of a book titled
‘The Perculiars.’
Twitter: 2,692
Jen Thorpe
Arts & Culture Editor at Mail &
Guardian.
Known for giving a voice for women.
“My blog has been my most
consistent job.”
Twitter: 7,622
Miss Milli B
18. Tony Gum
Gum is a second-year film student at
the Cape Peninsula University of
Technology.
In February 2016, Gum delivered a
captivating keynote in front of 2 500
delegates at this year’s Design Indaba
Conference a jury-awarded cash grant
for an artist at the fair.
Instagram: 28.1k
Lulama Wolf
A Model, InstaBlogger and Influencer
In addition to her blog, she aims to
spark the dormant perspective and
enlighten her readers on the intricacy
there is in fashion, art and food.
Twitter: 7,648
Instagram: 54.3k
Zola Brunner
A young creative that is an eNCA
Mobile Journalist.
“I am on a mission to tap into the
universal language of woman. All by the
means of travelling.”
Twitter: 1,483
19. Women of Excellence*
Who better to celebrate and commemorate how far women have
come than those who fought to get us to where we are today?
20. Antoinette Sithole
Elizabeth Chabeli
Hector Pieterson’s sister
Vilakazi Street & Hector Pieterson memorial.
Injured at the Sharpeville Massacre at the age of 11
but still remembers the day vividly.
Sharpeville Human Rights Precinct.
21. Beata Lipman Anne-Marie Wolpe
Hand-wrote the Freedom Charter.
Kliptown Open Air Museum.
Married to Harold Wolpe who
bought Liliesleaf Farm.
Place used to hide Nelson Mandela
before his final capture.
Sophia Williams-De Bruyn
Last living leader of women’s rights march.
Union Buildings
22. Barbara Hogan
Married to Ahmed Kathrada who was at Robben Island
with Nelson Mandela and Walter Sisulu.
Was detained, sentenced and jailed in the Women’s
Prison in Pretoria along with Winnie
Madikizela-Mandela.
Business woman and former South African minister.
24. Motshewa, a 25 year old
architect from Jeppestown.
May be considered woke and
is probably a feminist.
Enjoys reading motivational
books or streaming talks from
the likes of Oprah Winfrey in
her spare time.
Has an Uber app, is on
twitter and is on Facebook
throughout the day.
25. Wakes up in
the morning and
checks personal
email.
Receives digital newsletter from a
blogger with the campaign
message and a clue instructing her
to complete the competition
on the Madiba App and stand a
chance to win double tickets to the
brunch
She downloads
the app and
follows the
instructions to
find a clue on the
Madiba App
Tweets the answer
at the blogger using
the
#WMNSdayBRNCH
She is
notified if she
has won.
Has to share
app
download link
with five
friends to
receive
event ticket
and Uber
code
First point of interaction
26. Enters Uber
code and gets
an UberBlack
ride to the
event
Arrives at event,
greeted with
welcoming cocktail /
champagne
Spends time
mingling with
bloggers, other
winners and the
Women of
Excellence
Seated at the brunch
table and listens to
stories from Women
of Excellence
Spends the
day at
Kliptown at
leisure
Enters Uber
code for Uber
Black with
gift bag
inside.
On the day
