1. Ten projects!
I am particularly !
proud of.!
!
!
by Elane Goosen
!

2.
Project #1!
The “interactive” billboard on the N1 to Pretoria!
!
!

3.
Project #2!
The health warning print ad!

4.
Project #3!
The subscription drive with a topical headline!
!

5.
Project #4!
The highest sales uplift!
!
• IRB Rugby World Cup Campaign!
• How did it work?!
• Get a game card when you buy Castle.!
• If the prediction on your game card comes!
true, you win an instant cash prize!!
• Fixed-fee campaign.!
•
•
•
!
Over 55 000 winners.
!
Actual pay-out: over R7,1 million.!
264% sales uplift in participating outlets.!

6.
Project #5!
The most innovative entry mechanic!
!
• C&C girls do everything with their BFFs, so why not
get them to enter a competition with their BFF too? !
• How did it work?!
• Buy C&C with unique code.!
• Send in YOUR unique code, along with the
cellphone number of your BFF.!
• We then send your BFF an SMS telling her to
reply with her own C&C code.!
• As soon as we receive a C&C code from HER
cellphone, you BOTH receive a Ster-Kinekor movie
voucher on your phones - guaranteed! !

7.
Project #6!
The best idea on a small budget!
!
•
How did it work? !
•
Use unique code on-pack to access website.!
•
Click on map where you think the beach
house might be. !
•
If you find 1 of the 10 beach houses, it’s
yours! If you don’t, you could win a
consolation prize.!
•
How could we afford to offer a R20 million
prize on a R1,6 million prize budget?!
•
Fixed-fee insurance. !
•
There were 280 000 possible plots to click.!
•
We insured against the odds of all 10 beach
houses being found.!

8.
Project #7!
The idea with the most legs!
!
• For an estate agency!!
• Rebranding, new positioning, new everything.!
• Making buying a house A PLEASURE.!

9.
Project #8!
The most tactical idea!
!
• Mmmilk moustaches on-pack in support of Movember!!
!

10.
Project #9!
The most insightful idea!
!
•
An initiative that informs LSM 8-10 women of the
hardships that some girls have to face every month,
due to the lack of access to sanitary products.!
•
It gives them an avenue through which to make a
contribution and a real difference in a real girl’s life by
donating Stayfree product.!
•
This is a charity angle that has never been owned by
any other brand in SA, and the perfect opportunity for
Stayfree to elevate its status in the market.!
•
This sustainable initiative also ensure awareness,
sampling and trial amongst lower LSMs, particularly
!
!
girls that are entering the market. !

11.
Project #10!
The most daring idea!
!
•
In a big exposé, it is revealed that Steve, the guy in the
FNB ads, actually works for Capitec Bank.!
•
All he has been trying to do is to tell people that they are
paying for stuff THEY DON’T REALLY NEED! !
•
He is the GOOD GUY. And finally he is speaking out. !
•
The takeout for the consumer will be:!
“Capitec offers essential !
banking, for only R4,50 a month.!
Why should you pay !
for something you don’t really need?”!
•
Why did you never see it? Unfortunately Capitec didn’t
have the balls to run it …!
!

12. !
It’s about finding the balance between
great thinking and great results.!
!
071 672 5202!
elanegoosen@gmail.com!
!
(Of course you are also welcome to stalk me on Facebook or LinkedIn.)!