Well-known wine brand, Nederburg, recently set out to celebrate South Africans forging their own paths in their own inimitable ways, via an exciting national marketing campaign entitled #TellMyStory. Aimed at reflecting Nederburg’s multitude of stories, given a history that spans more than 200 years (since 1791), it also mirrors the winery’s innate nature to do things in their own unique manner.
Nederburg’s #TellMyStory campaign, launched in October last year and concluding at the end of January, served as an open platform for consumers to submit their unique stories of how they’re doing life their own way to stand a chance to win their share of R200 000. – explains Nicola Coubrough, brand manager for Nederburg in South Africa.
To launch its #TellMyStory campaign, Nederburg collaborated with up-and-coming South African designer, Tshepo the JeanMaker, as well as popular street artist, Russell Abrahams, in terms of online video clips portraying their unique stories.
By having showcased our own brand story and those of street artist Russell and Tshepo the JeanMaker, we intended to inspire our consumers to become part of the Nederburg narrative and submit and share their own individual stories via our mobi-site, to stand a chance to win their share of R200 000.
“We also commissioned Russell to create a huge street art mural in Johannesburg’s bustling Maboneng district, using 50 of the consumer stories entered into the competition as inspiration. This public piece of art is on display until the end of February. In addition, we have featured quite a few consumer stories on our social media pages throughout the campaign period. All entrants now stand the chance to win one of ten R20 000 cash prizes towards the next chapter of their story. These winners will be announced during February. – Coubrough says.
To conclude the campaign, the cash prize winners, and their chosen partners, are all being treated to a unique dinner experience hosted by the brand together with well-known South African chef, Zola Nene, in Johannesburg and Cape Town during March.
We’re doing so to celebrate our winners as well as to highlight Nederburg’s sponsorship of Zola Nene’s latest television series, Celeb Feasts with Zola. The 13-episode show is currently being broadcast on DStv’s Mzansi Magic channel.
We are pleased to have received hundreds of #TellMyStory entries over the three-month campaign period and look forward to rewarding our winners for their participation. – Coubrough concludes.