SAT/MADIBA’S JOURNEY APPWOMEN’S DAY EVENT

• A campaign to get new travellers out there and using the Madiba Journey App.

The Brief

The Problem• Madiba fatigue has our target market feeling tired of hearing or doing anything Madiba related

and that has negatively affected download and usage of the Madiba’s Journey App…

• Just not interested in what the country has to offer and therefore do not travel.

• Disillusioned by the costs that come with traveling.

Solution

Using Women’s Day as a vehicle to drive the use of the Madiba’s Journey App among new and existing travelers through rewards and an event that brings women, bloggers and influencers to a

location found on the Madiba’s Journey App.

Observation to InsightObservation:

Women travel more now than ever before.

Why?Because women are more empowered these days.

So what?They have a higher disposable income and a desire to do things for themselves.

So what?So they seek to spend their money on meaningful experiences.

Why is this important to know?Because the experience at the venue is more important than the venue itself.

So what?

Insight:Activations need to attract women by speaking to their needs.

And what needs are these?The need to socialise, share stories, share successes

and increase their own social currency.

So! We present to our ladies….

THE WOMEN’S DAY BRUNCH#WMNSdayBRNCH

The Venue

Kliptown• In June, 1955, Kliptown was the home of an

unprecedented Congress of the People.

• T h e o l d e s t r e s i d e n t i a l a r e a i n Johannesburg.

• A monumental part of our history and where the Freedom Charter was drafted by a woman.

What are they doing there?

The Women’s Day Brunch• The WKNDSocial Brunch is the

first of its kind in South Africa

• The first social event to eschew the turn up lifestyle young women have so readily adopted

• A celebration of women and their their role in creating a new South Africa.

The Other Girls• A group of friends that have become known

for their monthly brunch called the WKNDSocial,

• A celebration of female empowerment with good food, good friends and current trends.

• They represent a wide variety of women in South Africa and are very relatable.

• Their brunches are purposefully planned to ignite and inspire a culture of having more meaningful gatherings.

Getting The Word Out There• Our target market looks to less

traditional platforms on the best places to travel.

• So who better than travel bloggers, influencers and the social group to spread the word?

Blog: Mzansi Girl.

African travel activist, an experienceseeker, and tourism thinker.

“I’m particularly interested in responsible tourism, social media in tourism & tourismmarketing and development.”

Twitter: 18.4k

Blog: Travel Manuel

Husband and wife travel bloggers from Cape Town.‘“Our goal is to inspire as many people as possible to leave their homes to explore the other corners of this beautiful blue planet.”

Instagram: 14.9kTwitter: 18k

Blog: 2 Summers

Living in South Africa since 2010, having moved from Washington, D.C.

‘I tell stories about life in Joburg and my travels around South Africa and the rest of the world.’

Instagram: 63.1kTwitter: 2,785

Meruschka Govender Lauren and Vaughn Manuel Heather Mason

Vanessa has been a Content Director for Cosmo, Marie Claire, House & Leisure and Good House.

Founder of ZEST, Hearst’s British Health and Beauty Magazine.

Twitter: 11.1k

Vanessa Raphaely

An avid blogger on the Mail & Guardian: Thought Leader Blog.

A feminist writer, researcher and also a published author of a book titled ‘The Perculiars.’

Twitter: 2,692

Jen Thorpe

Arts & Culture Editor at Mail & Guardian.

Known for giving a voice for women.

“My blog has been my most consistent job.”

Twitter: 7,622

Miss Milli B

Tony Gum

Gum is a second-year film student at the Cape Peninsula University of Technology.

In February 2016, Gum delivered a captivating keynote in front of 2 500 delegates at this year’s Design Indaba Conference a jury-awarded cash grant for an artist at the fair.

Instagram: 28.1k

Lulama Wolf

A Model, InstaBlogger and Influencer

In addition to her blog, she aims to spark the dormant perspective and enlighten her readers on the intricacy there is in fashion, art and food.

Twitter: 7,648Instagram: 54.3k

Zola Brunner

A young creative that is an eNCAMobile Journalist.

“I am on a mission to tap into theuniversal language of woman. All by the means of travelling.”

Twitter: 1,483

Women of Excellence*Who better to celebrate and commemorate how far women have

come than those who fought to get us to where we are today?

Antoinette SitholeElizabeth Chabeli

Hector Pieterson’s sister

Vilakazi Street & Hector Pieterson memorial.

Injured at the Sharpeville Massacre at the age of 11but still remembers the day vividly.

Sharpeville Human Rights Precinct.

Beata Lipman Anne-Marie WolpeHand-wrote the Freedom Charter.

Kliptown Open Air Museum.

Married to Harold Wolpe who bought Liliesleaf Farm.

Place used to hide Nelson Mandela before his final capture.

Sophia Williams-De BruynLast living leader of women’s rights march.

Union Buildings

Barbara HoganMarried to Ahmed Kathrada who was at Robben Islandwith Nelson Mandela and Walter Sisulu.

Was detained, sentenced and jailed in the Women’sPrison in Pretoria along with WinnieMadikizela-Mandela.

Business woman and former South African minister.

User Journey

Motshewa, a 25 year old architect from Jeppestown.

May be considered woke and is probably a feminist.

Enjoys reading motivational books or streaming talks from the likes of Oprah Winfrey in her spare time.

Has an Uber app, is on twitter and is on Facebook throughout the day.

Wakes up inthe morning and checks personal email.

Receives digital newsletter from a blogger with the campaignmessage and a clue instructing her to complete the competitionon the Madiba App and stand a chance to win double tickets to thebrunch

She downloads the app and follows the instructions to find a clue on the Madiba App

Tweets the answer at the blogger using the #WMNSdayBRNCH

She is notified if she has won.

Has to share app download link with five friends to receiveevent ticket and Uber code

First point of interaction

Enters Uber code and gets an UberBlack ride to the event

Arrives at event, greeted with welcoming cocktail / champagne

Spends time mingling with bloggers, other winners and the Women of Excellence

Seated at the brunch table and listens to stories from Women of Excellence

Spends the day at Kliptown at leisure

Enters Uber code for Uber Black with gift bag inside.

On the day

Thank You.