Absa April Fools' Rooibokke
PR stunt supported by social media
Credited for: Concept + copywriting
SUMMARY
Like many brands, Absa bank tasked us to devise a PR stunt for April Fools' Day. We hatched a socially-led PR campaign that made South Africans so hot under the collar that the gag only ran for four hours. Our prank? Tricking millions of people into thinking that Absa was calling the shots on behalf of the highly-revered Springbok rugby team.
Partnering with the bank and the South African Rugby Union (SARU) to pull off this ruse required a certain bravery. We mooted changing the Springbok jersey from the familiar green and gold to red… on April Fool’s Day. Our courageous stunt (meddling with a rugby heirloom) raised the conversation levels, driving talkability and brand engagement.
APRIL FOOLS' VIDEO
CASE STUDY
CAMPAIGN ASSETS
