AWARDS
Assegai Integrated Marketing Awards (Shared Value) – Bronze Assegai
Assegai Integrated Marketing Awards (Campaign for CSR - Social Good) – Bronze Assegai
New Generation Awards (Most Viral Campaign) – Bronze
Since the dawn of democracy, Wimpy has been giving away free coffee with every election. With its Cups for Votes initiative, it rewards all South Africans who make their mark during both the local and national elections.
In 1994 the voter turnout was 86,87%. By 2019 it had dropped to 66,1% and in 2021 it reached an alltime low of 45,86%...
THE BRIEF
How do we use this initiative in 2024 to inspire more citizens to make their mark?
THE CREATIVE SOLUTION
If the mission was inspiring people to head to the poles on Election Day, it should be done by any means possible, even if it meant sending them to a competitor for coffee...
This election also promised to be another one for the history books, as there were talks of a coalition government.
So with the bigger picture as a guiding light and the hot topic of a Coalition as inspiration, the #CoalitionCups movement came to realisation, where Wimpy challenged their competitors to join them in giving away free coffee on election day.
On social Wimpy challenged their biggest competitors, Spur and McDonald’s, to join the coalition cup movement. When Spur agreed to join the movement, Wimpy rechallenged McDonald’s. They’re still waiting for a reply…
Spur also challenged Mugg & Bean to join and they accepted.
Not the expected coalition, but a coalition and one for the people!
THE RESULT
Wimpy ranked first in the Google search results for all ‘free coffee on voting day’ searches.
Collectively across Facebook, X, and Instagram we reached more than 2 million people organically and had over 30 000 organic engagements.
A single post was boosted on Facebook, which reached a further 114 000 people and led to another +2000 engagements.
On Voting Day 51 035 coffees and 20 962 Hot Chocolate (made available as an alternative to coffee) were claimed at Wimpy alone by voting South Africans, so you could say that, at least in part, our democracy was fuelled by Wimpy and their #CoalitionCups movement.
