Turning Containers into Multifunctional Billboards

Background

Lucozade BOOST was fairly new to the Kenyan market. They needed to improve distribution and raise visibility in high- density areas. In an ideal world they would create sustainable advertising that lived within the community rather than just speaking to it.

Idea

The solution lay in old shipping containers. By turning them on their heads, a four- sided multipurpose unit was created. It was a billboard, a kiosk, a storage unit and a distribution collection point all in one.

Results

The brand’s visibility and availability increased dramatically. As a result of the buzz, more stores around the area began to stock Lucozade BOOST. Sales increased by 76% when compared to the previous year. In addition, new businesses were created for 20 people and a wider network of approximately 50 traders was supported.

Our Thoughts

David Ogilvy once told me that he believed ad agencies misunderstood creativity to mean award-winning. “Creativity is solving your clients’ problems for them and, sometimes but not always, that may even involve writing an advertisement,” he said.

For me, this is outstanding creativity in both his terms and mine. Firstly, it didn’t so much solve a problem as create opportunities both for Lucozade and for a handful of entrepreneurial Kenyan traders. Secondly, it has just won the Grand Prix at the Crystal Africa Awards. It is also the first campaign from Kenya we have featured in Directory.