Grey Africa produces moments that count for Consol Grey Africa produces moments that count for Consol
Grey Africa produces moments that count for Consol
By Phenya, Nolusindiso | November 14, 2016
Over the past few years Grey Africa has been an integral part of the team that has helped Consol Glass evolve from being merely a glass manufacturer to an interactive brand with a growing presence on social media and the ability to capture the emotions associated with the trials and tribulations of life.
The most recent work to launch Consol’s campaign “For moments that count, drink from a glass,” was no different. The campaign was born out of the insight that glass is the packaging of choice when the moment matters. The campaign was a 360 campaign with a 45 and 30 second TVC, radio, out of home (OOH) advertising and experiential.
In the TVC, we follow a young man’s journey through his life cycle starting from his student days to when he finally makes it. At every pivotal moment glass is present to help him celebrate his achievements. Glass is the main focus in the TVC as it is present throughout every stage of his life.
“Glass essentially becomes a character as its present throughout the young man’s life. The transitions between the scenes are extremely important. We had to go beyond just saying “use glass” for this TVC, we had to give viewers life stages that they could relate to where they will use glass” says Glenn Jeffrey, Creative Director at Grey.
To further give the brand direct reach to interact with its audience a radio campaign was run on national station Metro FM. From the 4th to the 8th of April Consol gave listeners the opportunity to share their ‘moments that count’ live on radio and in return, the winners each received a voucher to enhance their moment.
“The radio campaign gave us a unique opportunity to further interact with our target audience and add that something special to make their treasured moments extra special. We had a positive reaction and the most inspirational stories,” concludes Michelle Pereira, Business Unit Director at Grey.
Check out the Consol TVC on the Consol BottlesUp Facebook page.