© 2019 Positive Dialogue Communications

The collaborative PR campaign between weFix and Shark Spotters succeeded in reducing the incidents of  shark attacks and beach clearings by 50%, due to the introduction of weFix drone technology into their monitoring programme.

CLIENT DESCRIPTION

 

Technology repair specialists weFix, formerly known as iFix, offers repair solutions and technical support to South African consumers for all their devices. With more than 34 stores in all major centres nationwide and over 604 363 successful device repairs in over eight years of operation, weFix offers a valuable service to their customers by finding new and innovative ways to improve their experience.

 

 

CAMPAIGN OBJECTIVES

 

  • Increase awareness of weFix’s DJI product offering to assist weFix meet their launch sales target (ie translate into sales)

  • Build and establish weFix’s reputation as SA’s largest distributor of DJI drones

  • Demonstrate weFix’s brand positioning of #wemakeitbetter

 

 

CAMPAIGN OVERVIEW

 

weFix business problem:

To launch their new DJI drones in a cluttered competitor trading environment

 

Shark Spotters operating problem:

An increase in shark attacks on Muizenberg and Fish Hoek beaches, using outdated, inefficient systems. Shark Spotters lacked the financial resources to introduce technological improvements to beach monitoring.

 

Collaborative opportunity:

The conceptualised campaign partnered these organisations by introducing weFix’s DJI drones into the Shark Spotters programme. This enabled early sighting and identified shark threats before an attack occurred. It reduced ‘false alarms’ sightings by 50% and communicated an increased beach safety messages to Capetonians, reaching over 40 million across editorial news media platforms in two months.

 

 

MEASURABLE RESULTS

 

The 2-month campaign had a PR value of 1:1 AVE: R1 618 669.59m in earned media exposure for weFix, comprised of the following reach and coverage:

 

  • 19 Broadcast interviews on radio and TV (eNCA, SABC News, eTV sunrise, SABC 3 Expresso, KFM, RSG, YFM and 702 Talk Radio.)

  • 9 pieces of online coverage on websites such as News24, EWN, eNCA.com and Network24.

  • 6 pieces of print coverage in local, regional and national newspapers which included front page news articles in Cape Argus, Die Burger and False Bay Echo

  • A total of 34 pieces of earned editorial coverage

  • A campaign audience reach of :

    • Online: 13 009 325 unique viewers

    • Print: 161 380 readers

    • Radio: 5 365 401 listeners

    • TV: 24 490 000 viewers

    • Total: 43 026 106

  • weFix sold 150 DJI drones at R20 000 per unit within two months, which exceeded their sales targets by 50% and generated R3 million in sales.