Tikwere Promotion: Under the Crown | Johnny Willz Media Solutions

The Brief

Castel Distribution Limited needed a consumer promotion that would make people pick up another bottle, and a campaign voice to carry it across television, radio and social media. Drinkers of the Castel portfolio find winning wordings under the bottle crown and enter their codes by SMS on short code 3003, with a Nissan Navara as the grand prize and further draw and instant prizes on offer.

That meant solving four things at once:

A mechanic in seconds. Look under the crown, read the wording, send the code, all in a few seconds of airtime.
One idea, every channel. A single concept strong enough for a TVC, 60 and 15 second radio, 10 second social videos and TV squeeze backs.
Keep people buying. Including those who open a bottle with nothing under the crown.
Stay inside the rules. Every claim consistent with the promotion’s terms and conditions.

Our Approach

We started from the prize and worked back to the feeling. A Navara is about the open road, so we built the campaign around “Tikwere”, which means “let’s ride”, and kept the promotion’s original line, “Under the Crown”, as its anchor.

One word, one idea. “Tikwere” gave the campaign a call to action people can say out loud, and tied the name directly to the grand prize.
A sound people repeat. The Psiii of a bottle opening and the Vroom of an engine became the signature, so the mechanic and the prize live in the same two beats. Radio and TVC both build to that moment.
A soundtrack made for the market. A high-energy track at about 130 BPM, blending amapiano, Afro house and Afro beat with funk bass, brass and strings, with clear edit points for 60, 30 and 15 second cuts.
Scripts tested in several voices. We wrote and refined multiple radio variations, then combined the strongest lines into the final versions, using sound effects and wit to keep the energy up.
One design system. The 2D videos, squeeze backs and end cards share a single look: Castel green and gold, the Carlsberg Sans typeface, gold crown caps and a standard end card with the legal line.
A plan for every crown. Winning crowns, prize videos and non-winning crowns each have their own copy. For blank crowns we built “Clear Clear”, a local saying for “everything is on point”, so an empty crown still ends with a reason to open another bottle.

What We Delivered

A full multi-channel package, from concept to final cut, so television, radio and social media all tell the same story.

Main TVCTelevision, YouTubeIntroduces Tikwere and the Navara, and shows how to play.

60 second radio adsRadioThe full story with sound effects, built to the Psiii and Vroom moment.

15 second radio cut downsRadioFast reminders of the prize and the SMS short code 3003.

10 second 2D videosSocial mediaOne video per prize and per non-winning crown wording.

“Clear Clear” 2D videoSocial mediaKeeps drinkers buying when a crown has nothing printed under it.

TV squeeze backsTelevisionStatic end-of-programme banners carrying the promotion line.

Design mock up packProductionA page-by-page designer guide covering every video and end card.

The Result

Castel Distribution Limited was delighted with the campaign. Every asset was delivered on brief and on brand, giving the promotion one voice from the television screen to the radio and the phone.

Tikwere. Let’s ride.

The Tikwere TVC

Let's create something extraordinary together.