Strategy:

HelloComputer was tasked with the Digital component for Channel O’s Young Gifted & Black Mixed Media Campaign. With the threat of rivals like Mtv Base and Trace, we needed to re-enforce the message that the YGB campaign for Channel O was original and African in the digital space. We needed an infectious idea that would encourage user registration through an engaging interactive experience. We worked closely with Ogilvy Joburg and came up with a fun solution, extend the Young Gifted & “you decide” t-shirt campaign to digital with an online YBG T-shirt builder for the fans who couldn’t get one in the real world due to limited numbers. In addition we extended the application to mobile and facebook to reach a larger target audience.

Hello YBG T-shirt builder! With the use of rich Flash, 3D and Hand crafted illustrations, users had the opportunity to engage with the exciting YGB Campaign. They were able to upload their faces, create their own unique messaged T-shirts, download them and send them on to friends.  Users could also vote for their favourite t-shirt designs and stood a chance of winning fantastic prices, including 2 VIP tickets to the Channel O Music awards. The Campaign was hugely successful and was acknowledged at this year’s Loerie Awards with a Gold Loerie & Grand Prix for Mixed Media Campaign.

HelloComputer is super happy to have played a role in the campaigns success... Thanks Ogilvy Jozi!