How we aligned an established brand with fun outdoor experiences in the mind of urban youth.

DRAWING A NEW MARKET

Hi-Tec, a lifestyle footwear and apparel company, wanted to make a difference while encouraging those who find themselves in the city to seek new outdoor experiences.

Aiming to draw a younger urban consumer, the LiveSupernatural campaign championed an indoor-outdoor crossover lifestyle. Young, social and fun, its message focused on enjoying and appreciating the outdoors and nature. But where do urban youth find that in downtown Johannesburg and Soweto? We set out to create or improve the spaces they used for recreation.

One of the ways we did this paved the way for green walls in advertising. Research suggests that urban green spaces contribute to social inclusion and sustainability solutions within a local community. Our living vertical-garden billboard in the Maboneng Precinct, one of the creative hotspots in downtown Johannesburg, greens the space and cleans the air while creating brand awareness.

Other projects included upgrades through a partnership with Joburg City Parks and community-based NGOs. We even created an outdoor gym for Mofolo residents in Soweto. The social investment in outdoor gyms not only provides a way to stay fit, it has also been shown to shape healthy communities and help to curb crime among the youth.

OUR ROLE

  • Conceptualisation
  • Design
  • Partner negotiation
  • Execution/Logistics
  • Procurement
  • Marketing communication
  • Media liaison
  • Reporting

THE CHALLENGE

  • To define relevance and deliver brand awareness of this crossover brand in a way that would attract young urban consumers.

THE OUTCOME

  • We positioned Hi-Tec as an urban brand and built loyalty by enhancing community spaces that are used for recreation.

HI-TEC VIDEO

“As an outdoor brand, our brand goals are to get more people outside. We have realised that engaging with urban consumers means investing in their community, as not everyone has the time or resources for, or access to, fitness facilities or the greater outdoors.”

– Joanne Esterhuizen, Hi-Tec Marketing Director

LET’S WORK TOGETHER!

CONTACT US

WHAT PEOPLE SAY

“I can confidently recommend the professional, creative and accommodating dotGOOD team – they go above and beyond, no matter the task.”

Nicola Hickman

– Former Incolabs Brand Manager

“An energetic, creative team that delivers.”

Rehana Moolla

– Croxley Brand Manager

“Through ongoing tailored messaging, dotGOOD has given our initiative a strong advocacy voice and increased the visibility of our work.”

Stasha Jordan

– South African Breastmilk Reserve Executive Director

“We choose to work with dotGOOD because of their expertise in sustainability and their unique ability to reach commercial objectives.”

Joanne Esterhuizen

– Hi-Tec Sports Marketing Director

“The dotGOOD team have proven their dedication to innovation, creativity and doing good.”

Jayantha Naidoo

– Nedbank Sponsorship Events Manager