OneDayOnly, South Africa’s biggest daily deals site, has just launched a brand new advertising campaign.
“12 years ago, we started OneDayOnly with the mantra that every day was an opportunity to make someone feel like a big deal – bringing great deals on great brands to South Africans, every day”, Laurian Venter, Managing Director of OneDayOnly.
“Our customers are incredibly loyal and we’ve grown without much advertising, which is a fantastic endorsement of the business. The formula has been so successful that there are a whole bunch of sites out there – even a very big online retailer that will remain nameless – that have copied our formula!” Venter continues, “Coming out of lockdown felt like the perfect time to celebrate who we are, add some new parts to the business and throw some shade at the competition.”
Made up of radio spots, social content, outdoor, and digital film, the integrated campaign celebrates the idea that everyone in South Africa deserves to feel like a big deal; the emphasis being on everyone.
Directed by AK from Spitfire Films, the 5 digital films feature real South African characters feeling like a big deal in different scenarios, from some unforgettable characters with buckets of charisma to a ridiculously cute 4-legged performer.
Using the talents of South African comedian Kevin Fraser, the radio campaign builds on the digital films, but pushes the boundaries a little further, throwing some shade at regional stereotypes. Head of Marketing for OneDayOnly, Candace Basson, explains “we wanted to have fun with the idea that everybody can feel like a big deal, regardless of what you look like or where you come from or how much money you make.” After droughts, Covid, floods, load shedding and petrol price increases and airline implosions, the team at OneDayOnly wanted to bring some fun back onto the radio.
The campaign was created by OneDayOnly’s in-house creative team under the guidance of Cannes Lions and Loeries winner, Matthew Barnes, and brought to life with the talents of local Cape Town advertising agency Workbench and the team at Howard Music in Johannesburg. Initiative Media have been appointed to bring the campaign to radios and billboards near you.