CAPETALK Moonstruck

TIMING

A 5-week campaign culminating in a virtual concert.

ELEVATOR PITCH:

Challenge: Simply Asia has partnered with Cape Talk on the annual Moonstruck Concert for the past 3 years, in which time they have successfully used it to entrench the brand and drive sales. This concert traditionally takes place on the spectacular 4th beach in Clifton under the moonlight. However this time around with Covid restrictions, the outdoor concert as it has come to be known could not happen.

Idea: As the world was moving towards virtual events, this was a natural solve to the problem, but the key was to still drive consumption of the event in this new format and engage in the content that would appeal to people’s hearts and ultimately encourage spend.

Solution: The solution was a virtual concert that would reach listeners in their own homes enjoying a world class line up of local talent including, Dr. Victor and the Rasta Rebels and the Black Ties. The charity partner for this concert was the NSRI with Simply Asia matching any donation with Simply Asia Loyalty points this ensured maximum brand exposure and drove App Downloads for Simply Asia where the rewards could be claimed.

Highlights:

Because this was an online event, on this occasion it could reach the listeners of 702, which added extra exposure for the brand.

CREATIVE ELEMENTS:

A 5-week on-air and digital campaign culminating in an online concert.

RESULTS:

• Over the 5 weeks the campaign reached 445K listeners across the Western Cape and Gauteng
• The concert enjoyed 6213 views
• R 26,7K was raised for the National Sea Rescue Institute (NSRI).