HULETTS “HUMTHEM” : Integrated
OUR PRIDE HUMS THROUGH LOUD AND CLEAR
Announce Huletts Sugar’s Proudly South African partnership.
Launched during the peak of the Covid 19 pandemic, we needed to show our patriotism despite the difficult times exemplified by mask wearing and social distancing.
Masks may muffle our voices so we demonstrated our pride, not with a song, but with a hum – the Huletts National Humthem.
We launched with a full length version of the Humthem on Youtube and social channels and followed up with a call to action through TV, OOH and instore, inviting South Africans to share their own performance.
Over 3200 South Africans raised their voices to join us in
singing humming the national Humthem!
We launched things off introducing the Humthem on Facebook and TV. The campaign was supported through radio, out of home and in store channels, along with digital media and placements on Spotify. We made sure we were everywhere we needed to be.
The campaign really connected with people, aligning the brand and patriotism very closely, and positively impacting market share.
Humthem also took home a Gold in the 2021 Smarties Awards Mobile Video Category.
GOLD – Mobile Video
Then we asked South Africa to join us in raising their voices (and added a little sweetener to the deal) through Facebook, Instagram, Twitter and Whatsapp.
and they very enthusiastically obliged!