SAB Castle Lite

The Background: Castle Lite’s Crossroads national promotion, a vehicle to communicate Castle Lite’s brand message of “Making the Right Choice”, involved an interactive TV series where the viewers decided via sms what decision the main character, detective Dex Dube, should take in tricky situations at the end of each episode. The most popular choice determined the storyline for the following episode.

The Task: Co-ordinate a culmination of the Crossroads promotion, a Castle Lite five-star party including the screening of the final episode of Crossroads. Provide consumers and viewers the opportunity to rub shoulders with the stars of the Crossroads show. Expose brand stakeholders to the link between Castle Lite and the idea of choices through the Crossroads medium.

The Challenge: Six weeks to organise all creative and logistical aspects of the party, including the travel and accommodation for members of staff and consumers.

The Concept: A vibrant, stylish affair in the heart of Jozi. Venue - Atlas Studios in Downtown Joburg. The décor – clear, crisp lines in white with hints of green and red and sophisticated white leather couches. The entertainment – popular South African artists Mafikizolo and DJ Cleo. Attendees included Elana Afrika, 5FM DJ, Robert Hobbs of Isidingo and CrossRoads fame and Meshak Mavusi from Isidingo. Guests mingled with the stars, had photo opportunities and were presented with framed pictures as a memento.

The Results: A brilliantly-executed party that went on into the early hours of the morning. Over 300 guests attended.