Saatchi & Saatchi Synergize | Results Driven Digital Marketing Agency, Cape Town & Johannesburg - Project Trapped

Project Trapped

Fully Integrated Digital Campaign

Project Trapped was an integrated campaign for efferflu C Immune Booster aiming to demonstrate how it feels to get stuck inside when you have the flu.

To do this we locked comedy duo Derick Watts & The Sunday Blues in a hotel room for 5 days, depriving them of a dream holiday valued at R60 000.

The campaign consisted of 3 phases and spanned a 3 week period.

Phase 1

A YouTube trailer, national radio, PR, sponsorship, digital media, Twitter and Facebook were all used to drive awareness of the campaign and get people to visit a responsive microsite where they could find out how to win the holiday that the guys were missing out on.

Phase 2

Derick Watts & The Sunday Blues were locked in their hotel room and shared their experience through a series of hilarious YouTube episodes released daily, debuting each morning on the lifestyle television programme – Expresso – followed by live Skype updates with the guys.

On Twitter, users could help the guys kill time by suggesting activities for them to do.

Each day the best suggestions were chosen and performed by the comedy duo, filmed and uploaded to the efferflu C YouTube Channel and competition microsite.

Over the 5 day period we created 24 pieces of original video content (from over 3000 suggestions) inspired by our users. A social media team constantly engaged with users to give them tips and advice, and continue the conversation 24/7.

Phase 3

In the final phase users could vote for their favourite clip, via the website, and determine the winner of the grand prize of a holiday for 2 worth R60 000 – The same holiday the guys had missed out on.

The campaign was supported throughout the period with the following:

  • Radio.
  • TV & PR.
  • Goole Search, banners, remarketing & engagement ads.
  • YouTube Video promotion, banners & sequential remarketing.
  • Facebook Offsite ads to the campaign website & sponsored story ads.
  • Twitter Promoted tweet/account ads.

The Results

  • Twitter follower increase: 88%
  • Brand Sentiment: 93% Positive
  • #projecttrapped mentions: over 3000
  • Website mentions: 25 361
  • Reach: 6 735 667
  • Youtube Views: 232925

1 Winner


'BetterLife Website Refresh'

WORK

THE CHALLENGE After being re-branded from BetterBond to BetterLife, there was a need for the website to act as an access point for all of the BetterLife Group’s sub-divisions. The new design had to be simple and accessible, and the …

'C the World Website Refresh'

WORK

THE CHALLENGE C the World’s site was not appropriate for their target market – a more mature audience. We needed to improve the UX, lower the bounce rate and design an attractive, responsive site, while at the same time, ensure …

'CarMag Website Refresh'

WORK

THE CHALLENGE We were tasked with providing the client with a fresh, modern new look and feel for their website, whilst also ensuring that it was fully responsive across multiple mobile and desktop devices, as well as being SEO-friendly. Lastly, …

'Toyota Aygo Media Plan'

WORK

  THE CHALLENGE Toyota Europe launched the new Aygo model under the Go Fun Yourself campaign. We were given the task of growing the number of YouTube views to 3 million, with a focus on two advanced market: France and …

'Sage One PPC'

WORK

  THE CHALLENGE We needed to devise and execute a digital paid search strategy aimed at driving conversions on the Sage One website at a competitive CPA, ensuring the highest possible ROI for our client. WHAT WE DID In order …

'Project Trapped'

WORK

Project Trapped was an integrated campaign for efferflu C Immune Booster aiming to demonstrate how it feels to get stuck inside when you have the flu. To do this we locked comedy duo Derick Watts & The Sunday Blues in …

'CARmag App | Mobile design'

WORK

Challenge: Create a promotional Formula 1, user-friendly mobile app with constantly updated content and an interactive component. Solution: We created a cross-platform mobile app that is slick, fun and easily navigable with strong visuals and an emphasis on news and content. We …

'Champions of Engineering'

WORK

Challenge: In South Africa, Technical Universities are seen as inferior to their traditional University Counterparts. We wanted to challenge this perception and re-open the debate. Idea: A digital campaign was centred on a participatory installation aimed at driving PR. The campaign comprised …

'Phil the Legend'

WORK

Challenge: One in two men over 40 suffer from erectile dysfunction (ED). The lack of confidence experienced by these men prevents them from talking about it. Legally we weren’t allowed to communicate the product name in traditional media. Idea: We created a …

'Rovos Rail | SEO + Content Strategy'

WORK

Challenge: The key was to understand Rovos Rail’s vision, taking what they’re passionate about and translating that into SEO ranking content, with the intent of exposing a new target audience to their luxury brand. The content on their site was extremely …

'#dontmissout'

WORK

Challenge: Based on the insight that ‘missing out’ due to colds and flu is frustrating and that it stops the Go Generation from doing the things they enjoy most, our communication challenge was to make Efferflu C the difference between having …

'Prime Meridian | PPC'

WORK

Challenge: Insurance is a phenomenally competitive industry within South Africa and, as a result, Adwords keyword bids within this field are incredibly expensive. Other insurance companies have built up stronger, trusted brands with greater presence and are better known in South …

'Sotheby’s'

WORK

Challenge: To redevelop the Sotheby’s website from the ground up, focusing on UX, design and the restructuring of content. Solution: The website’s sophisticated design is modern, streamlined and easily navigable, enabling people to locate real estate fitting their exact specifications. Through copious …