BARLOWORLD KHULA SIZWE
Barloworld Khula Sizwe B-BBEE share scheme is complex and confusing. How could we launch it in a more emotional way while demystifying its complicated structure?
Invoke the most basic of human motivations – the joy of sharing – then show people that it’s simpler than they think to join.
We developed a TV commercial that created an emotional link with the brand and our key message:
“What’s the point of building wealth, if not to share it?”
We then developed a series of AVs that broke the scheme down into bite-sized pieces with simple, clean design, so viewers could find the information they needed with ease.
The entire campaign included online film, TVC, radio, website, explainer videos, PR and launch event, much of which was mirrored and expanded upon for internal use.