Mango Airlines was on the hunt for a new agency and put the business out to pitch for a campaign to celebrate their 5th birthday. Amanda was part of the team that won the pitch and created the Mango tagline "Why Not Today?".
CAMPAIGN
To accompany the new tagline, the team created a competition which encouraged participants to travel South Africa and share their experiences with the chance to win big. The R150 000 Bucket List Challenge tied nicely into the new tagline concept of living your dreams.
The campaign tapped into the love of travel and South Africa, by encouraging people to explore the country and try specified bucket list experiences across SA. Participants stood a chance to win a variety of prizes along the way, as well as a R100 000 grand prize.
Entries were submitted to the website (and Facebook Tab), in the form of images or written recounts. The website had the functionality to create a profile, track your adventure across SA, upload your experiences, and see other people's experiences. The campaign logo was illustrated by a specialist agency in Cape Town, however, Amanda designed much of the marketing material. This included print ads, outdoor billboards, social media posts, and the website UI and UX.
RESULTS
The campaign was a great success, allowing Mango to reach a wider audience and effectively engage with customers on social media.
The success of the campaign resulted in a significant increase in bookings, allowing Mango Airlines to compete with bigger airlines in the market. During the campaign, Nico Bezuidenhout, CEO of Mango Airlines at the time, attributed a 50% growth in revenue to social media.
Following the campaign, people were encouraged to share their personal bucket list items with Mango, which Amanda turned into fun, quirky social media posts.
