Being adventurous and following your heart is one thing that the current youth of South Africa prides themselves on, so what better way to catch their attention and promote a brand by encouraging these two sought after qualities? Moving away from their older client base and trying to appeal to a new, younger, target audience is a challenge not many brands manage to get right, yet Red Heart Rum hit the metaphorical nail right on the head.
Incorporating the pay off line ‘Live with Heart’ into a campaign encouraging youngsters to do what they do best – take risks, be adventurous, and document it all on social media – is the perfect way to promote the new, bold, fun image that Red Heart Rum has taken on.
The campaign consisted of 30 days in which a new challenge would be posted on the www.livewithheart.com website each day, along with a salute and prize for the first person to take on the challenge and post it on social media under #livewithheart. The campaign made a huge splash, even getting local celebs involved and all the challenges broadcasted and personalised salutes created a huge fan base.
Just as the challenges that were conquered by our adventurous youngsters, Red Heart Rum conquered their challenge of appealing to a new client base, impacting an entire new target audience and achieving the bold new image the brand intended on.
[Reviewed by Kent Cloete, a first year copywriting student at the Red & Yellow School.]
YFM’s Mo Flava… lives with heart
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