RSA Market Agents can be found on the market floor, which opens for sales at 4am in the morning. Here, no amount of caffeine can convince buyers that they are entirely awake at that hour. "Creating a buzz in a market where people are buying was easy. FusionDesign is all about vibrancy, high energy, drive and vigour, and we enjoyed radiating this energy through a campaign that required engagement and fun," says Nadia Lerm, Creative Director at FusionDesign.
The brief entailed promotion of the ZZ2 speciality tomatoes like Romanitas, Rigolettos and Bacios. RSA Market Agents' aim was to promote the uses and characteristics of these small tomatoes, increase sales and attract new buyers.
FusionDesign conceptualised and implemented a "selfie" photo competition on Facebook, supported by a photo booth on the market floor with all sorts of props and posters so that customers could take a selfie, upload it and get friends to vote online for their photo. The prizes included family tickets for a Cape Town City Sightseeing bus tour, a RSA Market Agents' hamper and a Canal Walk voucher.
As a result, buyers at the market were made aware of the different ZZ2 speciality tomatoes, their uses and characteristics. The campaign attracted engagement from new and potential buyers and RSA Market Agents enjoyed increased Facebook engagement and, an increase in sales of the ZZ2 speciality tomatoes.
