Santam's ability to connect emotionally & optimise viral spread
The heart of any great marketing campaign or ad is emotional connection. And Santam sure nailed it with their 2015 South Africa advert. What's interesting though is that the ad (even though it must have cost a fortune to make) has not been shown on tradional TV that much. They put it out just enough to get enough people talking. Then they pulled back on the TV spend and let social media spread it out there.
Patriotism comes from the heart and is one of the strongest forms of loyalty. And for South Africans there is nothing that resonates more strongly than the intricacies of our country which make us unique. Well done Santam. You nailed this one.