In 2016 Ster-Kinekor set out to restore a young man’s sight and remind the South African public of the forgotten wonder of the big screen cinema.
It was a campaign that captured the hearts of the public and the interests of the media, both nationally and internationally.
The Open Eyes campaign saw a 14% increase in ticket sales over the campaign period and delivered an impressive ROI of 20:1. This is no small feat in an industry maligned to the ‘fading star’ of ill-considered expert opinions.
The campaign since been acclaimed by industry critics, winning the Gold Loerie for Branded Content, Gold for P.R, plus the Integrated Campaign Grand Prix. The campaign was also awarded 3 silver Bookmark Awards for Digital Campaign, Social Media Campaign and Branded Content, as well as a gold for Content Strategy. It was recently awarded a Bronze Pencil at the NY One Show in PR as well as a merit in Branded Content category. The campaign won Ad of Month in digital and integrated at the Creative Circle Ad of the Month.
Ster-Kinekor has won 2 Apex Awards in recent years. The first Apex Gold win was for bringing to life the brand positioning ‘Great Moments at their greatest’ and we kept the momentum going with a Silver Apex for the FOMO campaign. This Open Eyes case furthers this momentum, but also adding depth to the cinema going experience by taking it to new audiences, those with a social conscience. This was at its core brand building campaign that also had profound meaning and social purpose.