Brief Four: Ballito Pro
For this brief we we’re required to create an integrated campaign for the Ballito Pro 2015. Our job was to create a campaign that incorporated “the evolution of epic” and celebrate 50 years of Durban surfing.
Durban is best known for its warm oceans, beautiful climate and a wide array of people who call themselves Durbanites. Surfing is essential and it’s a well-known fact that life in Durban moves at a slower pace than anywhere else. It may be due to the year-round summer sun that’s slowing the whole city down. Joburger’s call us laid back, Capetonian’s call us backwards, but I say we Durbanites just know how to balance work and play. Sure, things don’t always work out smoothly and efficiently. Yes, we have potholes and load shedding but compared to some other places in the world, we have it made. In creating my campaign, I aimed at showcasing the unique qualities that surrounds Durban surf culture.
WHAT’S YOUR EPIC?
The concept behind my campaign is based around expressing the viewer’s own personal understanding of something epic. There are limitless options to what someone might find epic and because this brief is for the Ballito Pro, the overall aim of the campaign must be to boost support of local surfing culture. The Ballito Pro is a comfortable place that welcomes all ages. In this campaign I needed I aimed at narrowing the target audience to the ages 13-23. This is because they are an audience that would have the most interest in the campaign and would be actively engaged in the campaign through online.
Posters
These posters would be displayed at the beaches, local surf shops, shopping centres, street poles and bus stops. I chose to use these mediums because this is where the target audience is most likely to see and engage with the campaign.
Alternative Advertising
This is an alternative media advertisement that would be displayed in the local shopping centres such as Gateway and Pavilion. The idea is that on each stair is a different still image of someone surfing/body boarding. As the escalator moves, each image will follow in sequence and create a short clip of someone in motion.
Alternative Advertising
The idea for this ad is simple. When a person goes up to the elevator they will view the simple outside advert of the surfboard. As the doors open they will see an epic new version of it on the other side of the elevator that incorporates the campaign message.
Online
The online presence of this campaign would start the day the posters are advertised. The aim of the online presence is to create maximum exposure for the campaign and engage with the target audience. Using Facebook, Twitter and Instagram the Ballito Pro will post daily asking people what they believe to be epic and stand a chance to win VIP tickets. People will then send in photos and use the hashtag #expressyourepic.
Epic Beach Fails
These images would be posted leading up to the event to keep people interested and engage with the campaign. Previous post would have included peoples images of what they find epic. These photos shop the “Epic Fails” that are often seen on the beach, such as Sunsnooz “falling asleep in the sun and waking up looking like the lobster catch of the day”. I thought that this would be a simple and humorous way of keeping people involved.
The online presence of this campaign would start the day the posters are advertised. The aim of the online presence is to create maximum exposure for the campaign and engage with the target audience. Using Facebook, Twitter and Instagram the Ballito Pro will post daily asking people what they believe to be epic and stand a chance to win VIP tickets. People will then send in photos and use the hashtag #expressyourepic.
T-Shirts
