2017 was a great year for both the advertising and marketing industry and brands (marketers). A lot of brands were on a mission to break the mould, which is exactly what counts when analysing the best marketing campaigns. 2017 in particular was incredibly competitive, which saw brands being a lot more experimental and embracing collaborative marketing. With my thinking cap on, I sat and considered all the ‘Brand Campaign of the Year’ nominees, which might I add, were the most exciting, impactful and explorative marketing campaigns of 2017. Ultimately, there has to be a winner and I’m proud to present the #GTCAward for the ‘Brand Campaign of the Year’ category. The campaign was an overall inspiring campaign with a meaningful message, encouraging aspirers to find their magic, just like the magical ‘Black Coffee’.
AND THE WINNER IS…
Axe SA’s #FindYourMagic headlined by Black Coffee. Following its 2016 brand revamp which saw the brand experience a magical transformation, the brand undeniably took things to newer heights with its #FindYourMagic campaign fronted by Black Coffee. The campaign saw the brand commence a historic partnership between the world’s number one deodorant and fragrance brand; and internationally award-winning DJ Black Coffee, to find and showcase Africa’s top house music talent on an international stage – Ibiza.
As a brand, AXE believes a man is at his best and most attractive when he finds his magic – that special thing that makes him unique. According to Ryan Fauconier, Brand Manager for AXE South Africa, the brand believes “Black Coffee is an artist who has definitely found his magic – a proudly African beat that is dominating the world stage. But for Black Coffee it’s not all about personal success. He’s on a mission to share local talent with the rest of the world. He is the perfect partner for AXE on our first pan-African campaign where we show the world what Africa has to offer.”
Announced during an exclusive event held in Joburg’s current capital of cool, Braamfontein, Axe introduced a new fragrance collection to the market, revealing Black Coffee as their new ambassador in April 2017. The announcement was supported by a content video piece showcasing the magic Spain’s Ibiza experiences whenever Black Coffee takes over the decks.
This collaboration saw the two brands come together to roll out a Dj search, where all aspiring DJs needed to upload entry tracks to AXECESS.com, and share how they have found their magic. A team of judges including Black Coffee evaluated the entries, before selecting five finalists. Hand-picked by Black Coffee, the finalists competed head-to-head with the winner claiming a slot to perform with other African winners and Black Coffee at a historic all-African event at Ibiza super club ‘Hi Ibiza’. AXE also gave super-fans the chance to win an all-expenses-paid VIP trip to AXECESS IBIZA. All they had to do was buy the product and follow the USSD process.
Following the three-month DJ search, the winner was officially announced at a star-studded event at Taboo in Sandton. The night saw South Africa’s Kutloano Nhlapo secure a spot to join 3 other winning DJ’s from Ethiopia, Nigeria and Zambia in showcasing their DJ skills in Ibiza, the party capital of the world. Black Coffee and other well- known South African DJ’s like Euphonik, Benny Maverick, pH kept guests entertained until the sun came up in true Ibiza style.
An intimate group of local celebs jetted off to Ibiza to enjoy a four-day AXE VIP experience, which included the finale at super club Hï Ibiza, a private yacht party and the ultimate AXECESS Ibiza Private Villa Party. The star-studded group comprising of Ayanda Thabethe, Khanya Mkangisa, Benny Maverick as well as DJs Black Coffee and PH accompanied Kutloano Nhlapo – the South African winner of the competition. The experience looked like the most lavish-holiday and had us green with envy!
As a further extension of the partnership that aims to inspire Mzansi men to express their individuality and find their magic, November 2017 saw Black Coffee announce the release of a new deodorant in collaboration with Axe. Axe Black by Black Coffee is a limited edition bottle decorated with the multi award-winning DJ Black Coffee’s face.
Congratulations AXE South Africa & Black Coffee!