A mystery four-day teaser campaign that enticed the social networks into wondering just who or what had covered trees in Johannesburg in thousands of bright flowers heralded the launch of a radio show’s new slogan.
Smile Dammit is 94.7 Highveld Stereo’s Breakfast Xpress’s new slogan that not only captures the essence of the Breakfast Xpress show and its personalities but also encourages people to see the lighter side of Joburg and life.
The Smile Dammit campaign was launched with a four-day mystery teaser, followed by the big reveal on the show. From the start, listeners were interacting with the concept online via Twitter and Facebook and the campaign continues to live on these networks, as well as on-air.
The first phase launch of Smile Dammit saw rows of trees adorned with colourful blossoms along both William Nicol Drive and Atlas Road.
“We wanted to make people smile and we did just that,” said Breakfast Xpress host, Darren Simpson.
Much of this talk happened on social media platforms, especially for the first four days of the campaign, before the Breakfast Xpress took ownership of the campaign.
From early on July 28, until the following Monday morning, there was no indication as to whom was responsible for the blossoms and Facebook and Twitter were buzzing with speculation.
As part of 94.7 Highveld Stereo’s marketing strategy, Retroviral digital communications agency were tasked with leveraging Smile Dammit online and the hashtag #JHBBlossoms started gaining momentum on Twitter as soon as the blossoms were up.
The conversation continued organically as people questioned who was behind the Joburg tree activation>
On August 1,the Breakfast Xpress team revealed that they were behind the blossoms and listeners were encouraged to tweet using #JHBblossoms and #SmileDammit.
Retroviral monitored the online conversation and ensured all the early Tweeters were aware of 94.7 Breakfast Xpress’s role.
The result: online was abuzz with the campaign and people loved it. #JHBblossoms, @Xpress947, and #SmileDammit dominated trending topics throughout the city and the country. All across South Africa people were referencing this campaign.
On Facebook, there were more than 30 000 impressions of the Breakfast Xpress, Smile Dammit album. People were sharing, spreading, interacting with and still asking who was behind the campaign.
#SmileDammit has become an online meme that people are using in their everyday lives now. For example,
MinionFactory Abie Davis
Seems like I managed to fix the website… sorta. #smiledammit
divamarina85 Marina Mariotti♐
Everyday I’m shuffleing!!! #smiledammit!!!
#smiledammit! It may be monday but at least ur alive! 😉
Subsequently, Smile Dammit has received coverage in online and print publications, and the Breakfast Xpress team now drives the campaign on air.
The role that social networks played in the launch of the campaign is clear, but it’s also the space where listeners can now interpret Smile Dammit in their own way. Smile Dammit can evolve and live through listeners updates and tweets as the campaign rolls out on air and in future activation.