NATIONAL BUDGET SPEECH
TACTICAL CAMPAIGN

The National Budget Speech is a hot (and often controversial) topic every year in South Africa. The actual information shared can be overwhelming and difficult to digest. To give people an instant idea of how the redistribution of would affect their day to day lives, we created infographic-style GIFs and tweeted them the moment the Finance Minister made his announcements.

 

CLIENT: SANLAM (FINANCIAL SERVICES)

CAMPAIGN: NATIONAL BUDGET SPEECH

AGENCY: SOCIETY/KING JAMES

ROLE: COPYWRITER

RESULTS

On the day of the National Budget Speech (24 Feb 2016), Sanlam stood out against all its competitors.

 

  • The brand featured on more than 1 million screens across the country

  • 14.5k of which resulted in engagements 

  • 1k of which were shares

  • Though other brands put spend into their hashtags, Sanlam was trending in South Africa during the speech

  • Featured on AdDynamo's 'Brands Being Rad on Twitter'

MY ROLE

I came up with the concept, helped to pitch it to the client and finally wrote the copy for the tweets on the day.