How Dixons Carphone will promote information sharing between the UK and South Africa on The Drum’s Do It Day 2016
Tasked with creating a marketing campaign to promote information sharing between the UK and South Africa via a film-short and an accompanying marketing campaign, Dixons Carphone, along with challenge partners BluPoint and experiential outfit Undercurrent, handed creatives what was arguably the most logistically challenging task.
After a period of intense debate, the three challenge partners elected to merge the two ideas; Team One’s idea was to ‘spread the power of knowledge to Africa’ via the medium of a split-screen media movie contrasting the ease of internet access (ergo knowledge) children in developed markets have. This will then be compared to some of the hardships faced by those in Africa (and how this is leading to some human rights violations). A key area of focus will be the children on both sides of the narratives earning ‘gold stars’ for knowledge-sharing.
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This narrative will be filmed, with the marketing element of the winning idea(s) taken from Team 2’s contribution, which centred on distribution via social channels, as well as out-of-home executions, using the tag #AfriCAN, with a post-campaign execution to include the tag #AfriCannect
A team flew out to South Africa on 23 October to shoot the first half of the content, with the remainder of the execution to take place on Do it Day.