The Brief

The My South Africa campaign is a tool to boost global interest and tourism ahead of the 2010 World Cup, with the opportunity for individuals around the world to discover South Africa and engage the user to get involved.

Our Solution

We created a unique online interactive experience, which encourages visitors to upload and share their images, videos and stories of South Africa, and resulted in a growing online community built up of engaging user-generated content. All users for the chance to win a trip to South Africa and for their uploads to feature in a future commercials and be included in the regular user generated online publication "Something Amazing".

With an average dwell time of over 30 minutes, and over 23 page views per user the "My South Africa" Campaign continues international success with another GOLD Award for the second year in a row in the annual Internationalist Awards for Innovation in Media.

"Brand 42 did a great job of designing the web element of this successful project. The win is a well-deserved recognition of all the hard work and creativity that has gone into building this truly collaborative and multi-platform advertising"

Rani R Raad
SVP Advertising Sales, CNN International