Neo@Ogilvy Germany (Düsseldorf), the German office of Ogilvy’s global digital and direct media network, has launched a web campaign for South African Tourism (Frankfurt) to promote the South Africa Challenge (“Südafrika-Challenge”). Registration to participate in the event is now possible on the website developed by Neo@Ogilvy at www.suedafrika-challenge.de. The South Africa Challenge is sponsored by partner brands Panasonic, funny-frisch, Amarula and Avis, as well as media partner “kicker” sports magazine. Five teams in South Africa will face country-specific challenges during the South Africa Challenge from November 20th through the 28th.
The primary goal of the web campaign is to generate leads. The campaign includes display ads as well as search marketing and specials. Neo@Ogilvy is also responsible for media planning and buying. A click on the advertising material leads users to the campaign’s central microsite. All key information about the event is conveyed here. At the same time, the sophisticated microsite offers an intriguing impression of South Africa as a travel destination. Users can register to participate in the South Africa Challenge or for monthly partner sweepstakes with attractive prizes.
The microsite is much more than just a registration platform. It is conceptually and visually integrated into the current umbrella campaign “Khaki Fever”, and it is closely linked to the South Africa Club (“Südafrika-Club”) website. Numerous features and functions arouse curiosity about travel to South Africa. In one example, a video sequence shows a ranger describing his personal experiences in South Africa. Wallpapers, screensavers, and a ringtone are available in the download portion of the site. Once the South Africa Challenge has begun, the website will provide current information and reports about the event. Registered users will receive information about preparations and the event itself on a regular basis in a newsletter. Neo@Ogilvy is responsible for South Africa’s web marketing nationally. Projects are realized in close cooperation with the regional office of South African Tourism in Frankfurt.