English Blazer, South Africa's number two selling men's deodorant, wanted to create a sales driving campaign to drive them through mid-year.
The brand had developed a loyal fan base of young, ambitious men. Those who were working their way to success, but weren't necessarily all the way there yet. They wanted to be seen in the hottest locations wearing the finest designer clothes. Most of all, they wanted to shape their own destiny.
So rather than just giving away prize experiences to those who bought English Blazer, we allowed winners to choose their own experience:
A personal chauffeur
Tailored suits for you and your crew
A private yacht experience
Each of these were bolstered with additional extras to give winners a 3-day VIP experience. Those who didn't win the grand prize were still eligible to win weekly fashion vouchers, ensuring that sales activity was consistent.
Alternate option for campaign name
