The document discusses 10 marketing projects that the author is proud of. It provides details on each project, including creative executions, outcomes, and budgets. The projects range from billboard advertisements and print ads to competitions, branded content, and strategic rebranding initiatives. The author believes the projects demonstrate a balance of great ideas and measurable results for their clients.

1. Ten projects!
I am particularly !
proud of.!
!
!
by Elane Goosen
!

2.
Project #1!
The “interactive” billboard on the N1 to Pretoria!
!
!

3.
Project #2!
The health warning print ad!

4.
Project #3!
The subscription drive with a topical headline!
!

5.
Project #4!
The highest sales uplift!
!
• IRB Rugby World Cup Campaign!
• How did it work?!
• Get a game card when you buy Castle.!
• If the prediction on your game card comes!
true, you win an instant cash prize!!
• Fixed-fee campaign.!
•
•
•
!
Over 55 000 winners.
!
Actual pay-out: over R7,1 million.!
264% sales uplift in participating outlets.!

6.
Project #5!
The most innovative entry mechanic!
!
• C&C girls do everything with their BFFs, so why not
get them to enter a competition with their BFF too? !
• How did it work?!
• Buy C&C with unique code.!
• Send in YOUR unique code, along with the
cellphone number of your BFF.!
• We then send your BFF an SMS telling her to
reply with her own C&C code.!
• As soon as we receive a C&C code from HER
cellphone, you BOTH receive a Ster-Kinekor movie
voucher on your phones - guaranteed! !

7.
Project #6!
The best idea on a small budget!
!
•
How did it work? !
•
Use unique code on-pack to access website.!
•
Click on map where you think the beach
house might be. !
•
If you find 1 of the 10 beach houses, it’s
yours! If you don’t, you could win a
consolation prize.!
•
How could we afford to offer a R20 million
prize on a R1,6 million prize budget?!
•
Fixed-fee insurance. !
•
There were 280 000 possible plots to click.!
•
We insured against the odds of all 10 beach
houses being found.!

8.
Project #7!
The idea with the most legs!
!
• For an estate agency!!
• Rebranding, new positioning, new everything.!
• Making buying a house A PLEASURE.!

9.
Project #8!
The most tactical idea!
!
• Mmmilk moustaches on-pack in support of Movember!!
!

10.
Project #9!
The most insightful idea!
!
•
An initiative that informs LSM 8-10 women of the
hardships that some girls have to face every month,
due to the lack of access to sanitary products.!
•
It gives them an avenue through which to make a
contribution and a real difference in a real girl’s life by
donating Stayfree product.!
•
This is a charity angle that has never been owned by
any other brand in SA, and the perfect opportunity for
Stayfree to elevate its status in the market.!
•
This sustainable initiative also ensure awareness,
sampling and trial amongst lower LSMs, particularly
!
!
girls that are entering the market. !

11.
Project #10!
The most daring idea!
!
•
In a big exposé, it is revealed that Steve, the guy in the
FNB ads, actually works for Capitec Bank.!
•
All he has been trying to do is to tell people that they are
paying for stuff THEY DON’T REALLY NEED! !
•
He is the GOOD GUY. And finally he is speaking out. !
•
The takeout for the consumer will be:!
“Capitec offers essential !
banking, for only R4,50 a month.!
Why should you pay !
for something you don’t really need?”!
•
Why did you never see it? Unfortunately Capitec didn’t
have the balls to run it …!
!

12. !
It’s about finding the balance between
great thinking and great results.!
!
071 672 5202!
elanegoosen@gmail.com!
!
(Of course you are also welcome to stalk me on Facebook or LinkedIn.)!