This face lift tied in with Windhoek’s large-scale campaign, - conceptualised by The Jupiter Drawing Room Cape Town - where participating consumers were afforded the opportunity to win one of the Freelander vehicles.

Commenting on the branded vehicles, Windhoek brand manager Rowena Hess says, “To tie in with the launch of the new packaging, we wanted to run an awareness campaign that alerted people to the new look whilst at the same time educating them on the three variations – the implicit differences in taste, smell and flavour notes.”

The branded Land Rovers were used not only to generate hype and excitement as the main prizes for the campaign, but they were also utilised to transport activation teams to their various locations. As part of these activations consumers were able to take part in taste tests and stood to win spot-prizes as well as qualify to enter for the Freelander grand prize.

Explains Hess, “The branded vehicles really helped to bring the promotions to life. The Freelanders created a lot of anticipation around the competition and helped to create a big impact on the ground which most definitely contributed to the success of the campaign.”

In addition to the various regional activations, the Windhoek campaign also included in-store scratch-and-win promotions which were further supported by radio and print advertising.

Adds Graffiti director, Gavin Schlaphoff, “The Windhoek campaign is an excellent example of how branded vehicles are capable of eliciting a great deal of interest and enthusiasm for a brand. Windhoek really took advantage of the medium by using the vehicles not only as a branding tool, but as a mode of transportation for their activation teams and then as the actual prizes for their competition. This kind of creativity really goes a long way towards making your advertising work for you.”