South African agencies win at annual Internet Advertising Competition

The campaign, which was aimed at driving awareness via the client's Facebook and Twitter pages, also increased the number of Facebook and Twitter fans through a competition.

"As an international contest, the awards aim to honour excellence in online advertising across 96 industries and nine online formats, including online, video, mobile and social media," comments Wayne Levine, MD of NXT\ Digital Innovation.

Heroic campaign

An application was developed on the Facebook page that allowed users to enter the competition via a 'Steers Hero's' tab. Here, users were given an opportunity to select their favourite Hero Roll and, based on their selection, were automatically assigned a hero's name.

Step 1: Visitors to the Steers site were invited to become a Steers Hero

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Step 2: Option to create your own Hero or to create a Hero name for a friend

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Step 3: Users’ details are captured and they select one of the four new Hero rolls (to drive awareness of the new rolls as well as determine the category their Hero name is selected from)

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Step 5: By answering a series of questions the user generates their unique origin story

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Entrants were then given an opportunity to create a story about the origins of their super hero, and on a weekly basis the most original of these stories was selected to receive a prize. The winning entries had to capture the humour and creative essence of the brand, which gave visitors to the page an opportunity to not only express their personalities, but also to share their creative abilities.

Step 4: User’s Hero name is revealed and they are given the option to post their new name to their wall and go on to create their origin story

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Step 6: The user's origin story is revealed. They can now submit their entry and have their name and origin displayed on their Facebook wall

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"The campaign was very well received. We were tasked with increasing brand awareness and perception through a digital campaign that would attract new fans to its social media platforms and that's what we achieved. In the end, we recorded 1040 new likes on the Facebook page and 16 496 new Steers fans in just two months," concludes Levine.

For more, go to www.nxt.co.za.