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Atmosphere Communications a dazzling success

Mid-sized Cape Town-based PR consultancy Atmosphere Communications has won top honors in the first-ever Campaign of the Year category at the PRISM Awards, for its launch of Burger King in South Africa, on behalf of its Burger King South Africa customer. The consultancy received the ultimate accolade at the PRISM Awards Ceremony, which took place at the Maslow Hotel in Sandton last night, Sunday April 6, 2014.

The campaign brief was relatively simple: to create hype around the launch of Burger King (BK) in Cape Town and drive demand for BK’s iconic Whopper Burger. But the consultancy faced some daunting challenges. Not only were their competitors aware of the opening date and location of the flagship store, but they planned to outspend them with large-scale nationwide advertising, as well as extensive guerrilla marketing activities. The consumer news agenda also seemed to be against them, as all the attention was focused on the two international superstars, Bon Jovi and Justin Bieber, performing during the launch period.

Welcome to “The Whopper”

The campaign introduced a third international superstar to our shores and began to introduce Capetonians to another freshly minted international icon, “The Whopper”.

They leveraged the new superstar with the full armor of PR and social media tools – stunts involving yachts, models and visits to five-star hotels with a screaming flash mob of teenagers in tow, in addition to an intense advertising campaign for businesses and influencers. They also convinced the Mayor of Cape Town to give Burger King the key to the city.

The impact has been overwhelming. Media coverage exceeded expectations with 252 message stories in local, national and international media and over 120 million media impressions on Facebook and Twitter, (BK was followed three times on Twitter). Bieber fans have even started changing their signs from “Bieber Fever” to “Burger Fever!” Customers flocked in from all over South Africa with one fan even hitchhiking from Pretoria just to get a Whopper burger.

Over 4,500 people attended the opening day launch festivities – 1,500 were expected – and some even slept outside the store the night before. But one of the biggest indicators of success was the queue that continued to meander outside the flagship store for weeks after the launch – it became a story in itself and journalists, bloggers and the public gave account of their success for weeks.

[PRISM Awards 2014]: Atmosphere Communications a resounding success

“It was a stunning tactical campaign that exceeded objectives,” Chief Justice Marilyn Watson said. “There was an excellent return on investment (ROI), with tangible results and deliverables. The campaign was powerful in its simplicity, embracing the multiplicity of channels available.”

Sales results have been phenomenal: 39,046 Whoppers sold in opening month (May 2013): (target: 22,000); sales amounted to 2.2 million rand, exceeding expectations by 50%. After two weeks, Burger King ran out of Whopper buns – and had to fly in stock from Europe. After the second month, sales exceeded expectations by 300% and SA’s Double Whopper sales were 1,000% above the international sales average for Double Whopper customers who spent an average of R100 per transaction, exceeding the average of R50 in the local quick service restaurant (QSR). industry. BK was inundated with inquiries from franchisees and potential owners and received hundreds of inquiries in the first month.

FleishmanHillard SA voted Best Large Public Relations Consultancy in SA

Global public relations firm FleishmanHillard SA won the award for Best Large Public Relations Consultancy, another new award introduced to this year’s program. “FleishmanHillard SA has impressed with its customer base and the quality of its work – and this is reflected in its enduring business success,” commented cluster judge Johanna McDowell. “Their investment in youth development is commendable and they are an undisputed leader in the field.” Last year, the consultancy increased its turnover by 11% to more than R30 million, while increasing its profits by almost 40%. A level 4 BEE contributor, the Community and Individual Development Trust holds 30% of the agency’s capital. Essentially R3 of every R10 of after-tax profit goes towards the education of young black South Africans who cannot afford a tertiary education, while an additional 5% of its equity is held by a Black Staff Ownership Trust . More than 55% of their workforce is from previously disadvantaged communities and 80% of its employees are women.

Best Mid-Size PR Consultancy – Atmosphere Communications

“The reason why Atmosphere Communications is one of South Africa’s most awarded PR firms is clear,” McDowell continued. “They are leaders in the strategic use of research and measurement. But behind their commercial intransigence lies a tender heart for the community. Their focus on employee development will ensure that they remain a group that many young people aspire to join. Atmosphere Communications’ revenue has grown by more than 40% since the inception of Atmosphere, with total revenue for 2013 reaching R24.3 million. A level 2 BEE contribution, 65% of members of middle management and senior teams have been employed for more than five years.

You can find the full list of winners here.

Atmosphere Communications a dazzling success

Source link Atmosphere Communications a dazzling success

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