Sasol’s Inzalo campaign is pure poetry

Sasol’s 10% equity ownership transaction - known as Sasol Inzalo – is worth nearly R30 billion and was designed to provide as many black people as possible the opportunity to acquire shares in Sasol through its investment company Sasol Inzalo Public Limited by making 18 923 764 BEE ordinary shares available.

But, drawing attention to the details of the share invitation is strictly regulated by the Companies Act. In light of these controls, the advertising campaign could only create awareness, encouraging interested applicants to obtain a prospectus where more information and application forms could be found.

Sasol had to drive interest in the deal but without the luxury of explaining it. The constraints meant that the advertising campaign had to be highly creative, and the role for word-of-mouth information sharing and the posters and spoken word therefore proved to be a highly appropriate mechanism to create awareness and emotional engagement.

Bronwyn Watt, Sasol group brand manager says: “The team took its lead for the advertising campaign from the name Inzalo – which means birth or creation of new life – and looked for a contemporary, powerful way to engage people emotionally that cut across religion, age, gender, colour, income and education levels.”

The result was a campaign that relied on spoken word poetry and poster artwork. Designed to look nothing like traditional advertising, the theme of ‘a new beginning’ was expressed using poetry and art from local poets Don Mattera, Lebo Mashile and Mak Manaka. Each poet recited their poetry in 10 second television commercials and six radio spots.

The Jupiter Drawing Room (TJDR) creative director, Tom Cullinan says his inspiration for the campaign lay in poster art. “Posters tell a story by breaking language barriers. They give simple messages that are understood and delivered quickly.” In addition, when plastered en mass across taxi and train stations, posters lend the feeling of a real event.

The target market for the campaign was LSM 5-10 (5=30% 6=35% 7=16% 8=9% 9=7% 10=3%), Black 78% Coloured 16% Indian 6%, Gauteng 27% KZN 20% Western Cape 14% Eastern Cape 11%,  86% speak, read and understand English.

For seven weeks, posters were plastered on walls at taxi ranks and train stations. TV and radio spots were aired daily on SABC 1 and 2 and radio, eTV, Rank TV and Train station TV, as well as national, regional and community radio stations. Media included press adverts, outdoor, post offices, Sasol and Exel forecourts, newspaper vendors, leaflets, clothing giveaways and roadshows.

Campaign trail

Teaser phase: Sunday 18 May – Wednesday 21 May

Primary objectives

• Awareness and anticipation of Sasol Inzalo

Mediums

• Television – spoken word 10” news clocks and spots on SABC1 and SABC2
• Radio – Teaser 30” ads on MetroFM, Ukhozi, Lesedi, Umhlobo, Heart
• Press – Full page ad in Sunday Times, City Press, Sowetan, Star, Citizen, Isolezwe, Daily Dispatch, Cape Argus, Daily News, Daily Voice

Build up phase: Thursday 22 May – Sunday 1 June

Primary objectives

•  Awareness of Sasol Inzalo and prospectus availability

 Mediums

• Television – spoken word 10” news clocks and spots on SABC1 and SABC2
•  Radio – call to action ad and spoken word ads on MetroFM and call to action ad on Ukhozi, Lesedi, Umhlobo and Heart
• Press - Full page advert and strip adverts in Sunday Times, City Press, Sowetan, Star, Citizen, Isolezwe, Daily Dispatch, Cape Argus, Daily News, Daily Voice
• Posters at forecourts, taxi ranks, train stations, Sasol offices
• Leaflets distributed at forecourts, taxi ranks, train stations
• Taxi rank TV and CommutaFM radio
• T-shirts for newspaper vendors, roadshow staff and mobilisers, giveaways

Application phase: Monday 2 June – Saturday 5 July

Primary objectives

• Awareness of Sasol Inzalo, prospectus availability and subscription

Mediums

• Television – 10” news clocks and spots on SABC1, SABC2 and eTV
• Taxi rank TV, Post Office TV
• Radio – call to action ad and spoken word ads on Metro FM, Comuta FM and community radio station
• Press – Full page advert, strip adverts and half page ads in Sunday Times, City Press, Sowetan, Star, Citizen, Isolezwe, Daily Dispatch, Cape Argus, Daily News, Daily Voice
• Posters at forecourts, taxi ranks, train stations, Sasol offices and Post Offices
• Display stands with prospectus and leaflets at Post Offices, forecourts and Sasol receptions
• Leaflets distributed at forecourts, taxi ranks, train stations, Post Offices, Sasol offices and roadshows
• Prospectus’ with application forms at forecourts, Post Offices and at roadshows
• T-shirts for forecourt attendants, c-store staff, newspaper vendors, roadshow staff and mobilsers, giveaways
• Outdoor – Sasol Rosebank and OR Tambo airport.

Download a radio clip:

Sasol Inzalo radio clip - ()