The investment category in South Africa was merging into one and consumers were finding it very difficult to tell one brand apart from another. So to carve out a distinctive positioning for Coronation, we wanted to reposition the category by showing the great South African public that only Coronation understands the gravity of one’s investment decision. So we created a 360 campaign including content, banners, a website, radio, OOH and a TV commercial.
Coronation – Trust is Earned
Bronze: Television & Film up to 90s – Main TVC
Bronze: Television and Film internet video over 30s – Sirens & Sacrifice
Craft Certificate – Television and Film Direction – Main TVC
Craft Certificate – Television and Film Best use of licensed music – Main TVC
Bronze – Digital & interactive communication – microsite
Craft Certificate – Digital & interactive communication – illustration, photography & graphic design