The activation campaign, “Be the Bozza”, was an entrepreneurial contest which searched for the ultimate ‘Bozza’ to run the new Takkie Brite Bozza wash stations at Randburg and Vereeniging taxi ranks. At the same time it promoted awareness of the brand and positioned Kiwi Takkie Brite as the country’s leading sneaker cleaner.
Over 175 entries were received to operate the two wash stations. The offer included comprehensive training, free Kiwi Takkie Brite cleaning products and fixed salaries for the Bozza and his/her chosen assistant for two months. The two months culminated in the ultimate showdown, with one aspiring Kiwi ambassador taking home the ‘Bozza’ title, which included R20 000 cash and a bursary to study business management at one of the leading business training institutions.
The finalists were judged on their ability to effectively use the Kiwi Takkie Brite range, sales revenue and overall customer satisfaction. At the showdown at the Randburg taxi rank on 6 May 2011, Vusi Nhlapo was awarded the ultimate Kiwi ‘Bozza’ title.
Ogilvy worked with experts on the South African commuter market, ComutaNet, whose on-the-ground experience helped make the campaign such a success.
The results: during the two months over 1037 pairs of takkies were cleaned and the Bozzas earned approximately R10 000 from profits alone.
Agency: Ogilvy Cape Town
Executive Creative Director: Chris Gotz
Creative Director: Quinton Luck
Copy Writer: Kate Desmarais
Art Director: Thando Silimela
PR: Sally Mills