elements partnered with Gauteng’s biggest youth radio station, Yfm, to develop the Camel Vinyl Melt Down DJ competition. The competition had listeners clogging the phone lines to vote for the hottest DJ. Competing DJs were also featured on Ymagazine with a write-up on their background and aspirations. Some of the renowned DJs of latter days started their careers in the competition. The project created an opportunity for the brand to forge a relationship with the youth with the growing youth market in Gauteng.

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A successful experiential marketing and brand activation exercise that helped to connect the Lipton Ice Tea brand with new consumers included an event that piggy-backed on existing music festivals with fun-filled activities where consumers could engage emotionally with the brand. The excitement overflowed to neighbouring areas where people received product

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