Havaianas Integrated Campaign
With this campaign, Havaianas aimed to raise the summer spirit they are so well-known, and loved by supplying their South African supporters with a limited-edition ‘Ultimate Travel Companion’ to take with them on their South African summer vacation journey. The target market ranges from the ages 18 to 40 with the psychographic market identified as the middle and upper-class South African citizens who can afford to go on summer vacations.
With the sole aim of celebrating summer, and creating a summer spirit that will keep Havaianas relevant and loved, an integrated campaign that speaks in an optimistic and adventurous tone is launched where the emphasis is put on the shoes’ characteristics, qualities and abilities.
At the end of each year, South Africans mission to their favourite vacation destinations over the summer holiday, which stretches from December up until January/February. From one epicentre to the next,
all vacationers reach their destinations after a long drive, regularly making stops at petrol stations, paddocks and sightseeing locations. South Africa is known for its hot summers, and therefore flip flops are the most popular shoe during these hot summer breaks. From sightseeing, and travelling,
to beachdays, Havaianas are an easy, slip-on shoe that grips and aerates your sweaty feet.
This 'Ultimate Travel Companion' really are your perfect companion this summer,
from providing ample bacteria protection in public bathrooms, serving as your make-believe beach chair on an unplanned beach day, protecting your feet against the piping hot South African weather to always being a quick on-the-go grab pair of shoes, your travel buddy will always be ready to rumble with you.
The campaign begins with the distribution of a box filled with games at toll gates. A pamphlet is included
in the box, which provides a brief explanation of the new campaign. The recipient is encouraged to participate in the campaign by visiting the website for more information. On the website, the viewer can find all the details about the campaign.
The website describes a way for participants to purchase Havaianas at cost price by collecting stamps from various Engen stops. This benefits both Engen garages and Havaianas, as the garages receive business and the flip flop brand is able to sell more products.
Havaianas Integrated Campaign
