Activations don’t need to be the same old marketing exercises with bored promoters handing out tired samples in a supermarket aisle. If you really want to make a splash you need to be willing to take the plunge. So, when Flying Fish approached us with a larger than life flashmob we dove right in.
The task? Deploy hundreds of divers in full scuba gear all over Johannesburg during the morning traffic rush. Challenge accepted!
Finding hundreds of scuba divers for a weekday morning traffic flashmob was no small task. Joburg is after all landlocked. We dove into our network and found every scuba club, diver and trainer that we could. As it turns out, despite not having an ocean, Joburgers love a little scuba diving – and we managed to herd together a group of 220 divers!
Like our Coke Emoji Flashmob The logistics for this flashmob were the biggest challenge we faced. Coordinating 220 scuba divers to meet in one place at the same time is a mammoth task all on its own – never mind what happens after.
Cities like permits and approvals in order to prevent chaos and accidents. And throwing 220 scuba divers into a city-wide activation would need a lot of negotiation, pleading and approval stamps. Joburg, as it turns out, was quite excited about the activation and gave us the greenlight without too much fuss.
The biggest task of this job was scouting locations and coordinating which scuba divers went where, for how long and what they’d do there. We searched high and low for 65 locations to send our scuba crew to. Some of these included Gautrain stations, Sandton City, Rosebank, Cresta, major intersections on Grayston, Republic, Rivonia, William Nicol, Malibongwe, Barry Hertzhog, OR Tambo and Lanseria.
Creating awareness on the ground alone would not achieve the objectives – we wanted the whole of South Africa to be in on the game. We call on some of our trusty influencers to help get the ball rolling with #JoziDivers and it paid off: Twitter trend – check.
As a result of our Twitter trend we generated some great local news coverage and even scored a mention on eNCA.
Asking 220 scuba divers to meet you on a sports field in Parkmore is a big ask. To make the deal a little sweeter we set up a coffee and muffin station. Full bellies and caffeine injections make scuba divers without an ocean happy campers.
If you’re looking for an activation that’ll set your brand apart from the sea of brands – you’ve come to the right place. Get in touch with out activations crew today: firstname.lastname@example.org