Case Studies

The Challenge:

How does one overturn negative, deep-seated prejudice? How do you re-brand a nation, that's currently seen as beset by crime and social problems, to one where opportunity, potential and growth reign supreme? This is exactly what the agency were tasked with when they took on the South Africa branding and promotion during the Shanghai Expo.

The Solution:

Drawing on our insights, we leveraged the campaign title of "The Rise of a Modern Economy: Ke Nako - It's Time" to deliver the overall message that 'South Africa is open for business'. By highlighting South Africa's cultural appeal and economic emergence, we sought to create an association with China's own story, fostering mutual respect, relevance and connections between both nations. This would help achieve our objectives of reinventing South Africa's image in China, attracting more tourists and business investment.

The Results:

• Chinese media ranked South Africa as a "top 10" country pavilion at the Expo
• Media articles on South African violence were cut by 50% within three months
• Media articles equivalent to US$ 8.9 million in advertising, with an ROI of 35x, including more than 1,500 media placements in 6 months.
• Signing of more than a dozen deals in mining, finance, nuclear energy and other sectors.
• President Jacob Zuma commented that the stronger relationship with China would soon help his country attain 7% growth and that his trade mission to China was one of his administration's most successful.
• Number of Chinese visitors to South Africa jumped 62% in 2010 versus the prior year, to an all-time record 68,309.